The campaign challenges conventional Rakhi narratives by shifting focus from traditional sibling relationships to broader expressions of care and protection. The brand’s focus this year is on silver rakhis with lab-grown diamond embellishments, designed to be worn beyond the occasion
Bengaluru: Ahead of Raksha Bandhan, GIVA has released a new ad film under its ‘Ties of Love’ campaign, with brand ambassador Anushka Sharma at its centre. The campaign challenges conventional Rakhi narratives by shifting focus from traditional sibling relationships to broader expressions of care and protection.
In the film, Sharma is seen tying a rakhi on her pet dog—a moment that subtly reframes Raksha Bandhan as a celebration of emotional bonds that go beyond family ties. This interpretation aims to widen the campaign’s emotional reach and position GIVA’s silver rakhis and jewellery as relevant, modern expressions of affection.
Resha Jain, Chief Brand Officer, GIVA, explains the strategic intent behind the campaign, saying, “Jewellery has always marked life’s most meaningful moments. With this campaign, we’re encouraging people to see Rakhi gifting not as a ritual bound by tradition, but as a chance to celebrate anyone siblings, friends, or even pets who make us feel protected and loved.”
For GIVA, which has built its reputation by offering certified silver jewellery and expanded into gold and lab-grown diamonds last year, Raksha Bandhan presents a key opportunity to connect with a broader consumer base. The brand’s focus this year is on silver rakhis featuring spiritual motifs, personalized charms, and lab-grown diamond embellishments pieces designed to be worn beyond the occasion.
The campaign also supports GIVA’s broader marketing push. Alongside the film, GIVA has rolled out influencer-led content, Rakhi gifting guides, and platform-specific digital story-telling. These efforts are aimed at strengthening brand recall and driving conversions during the festive season.
The campaign, conceptualized in-house, also reflects GIVA’s long-term brand positioning: anchoring jewellery in emotion, not just occasion. With the message of inclusivity and lasting significance, the campaign seeks to shift consumer perception from seasonal gifting to everyday symbolism.
Having launched its 200th store recently, GIVA is using such campaigns to build affinity as it eyes further expansion both within India and overseas. The Raksha Bandhan initiative is a key part of its effort to connect with urban audiences through emotional story-telling and differentiated festive offerings.
Retail Jeweller India News
