The gold and lab-grown diamond brand from GIVA has launched the campaign in Bengaluru, to create a high-impact experience that invites people to pause, feel and connect with its jewellery. It follows the brand’s earlier #AmiHeer campaign
Bengaluru: Heer by GIVA, the gold and lab-grown diamond brand from GIVA, has launched its brand campaign titled ‘9KT in 9 Seconds’. The initiative aims to introduce 9KT gold through an out-of-home activation in Bengaluru.
The campaign includes a billboard installed near Nexus Koramangala Mall featuring a clock-timer set-up that lights up every nine seconds. The installation is designed to draw attention to the moment of pause before a significant decision, while highlighting Heer by GIVA’s 9KT gold jewellery, positioned for regular use.
Commenting on the launch, Resha Jain, Chief Brand Officer, GIVA, said, “‘9KT in 9 Seconds’ is our way of reintroducing gold to a new generation – lighter, more expressive and deeply rooted in everyday moments. By bringing this idea to the streets, we are creating a physical, high-impact brand experience that invites people to pause, feel, and connect with jewellery that fits seamlessly into their real lives, while still carrying emotional meaning.”
The campaign is based on the understanding that consumers seek jewellery that fits into daily routines while retaining emotional relevance. Through this concept, the brand presents 9KT gold as a category aligned with present-day lifestyles.
Beyond the on-ground activation, the campaign is being extended across digital platforms. This includes content focused on education and story-telling around the 9KT gold collection. The digital rollout is supported by micro and macro influencers, who will communicate the campaign message through short-format content aligned with the campaign’s pacing.
‘9KT in 9 Seconds’ follows Heer by GIVA’s earlier #AmiHeer campaign, which was introduced during the festive period. Together, these campaigns reflect the brand’s approach to audience engagement.
Heer by GIVA has adopted an influencer-led and community-based approach to brand-building, moving away from conventional jewellery advertising formats. Through these initiatives, the brand outlines its plans to develop experiential campaigns aimed at connecting with jewellery consumers across age groups.
In 2019, GIVA began its journey with 925 sterling silver jewellery and has since diversified into gold and lab-grown diamond jewellery. Its retail network has grown quickly with brick-and-mortar expansion as well as strategic partnerships with multiple e-commerce and quick commerce sites. Today, the brand retails through 240+ physical stores across India through a franchise-led model, along with its own online e-commerce platform.
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