The on-ground activation forms part of a multi-segment property, including a series of films featuring different couples and proposal settings
Mumbai: Heer by GIVA, the fine jewellery arm of GIVA, has launched the ‘Proposal Series’, a content-led campaign centred on real proposal journeys, positioning jewellery within key relationship milestones.
The concept is based on a consumer insight that proposals have become planned experiences that people document and share. Buyers are seeking jewellery that connects with these milestones and becomes part of their personal story. The campaign reflects this shift by focusing on human interactions and the situations in which jewellery is used, rather than treating the product as the central element.
Resha Jain, Chief Brand Officer, GIVA, said, “The Proposal Series enables us to move beyond showcasing jewellery as an accessory and instead position it as a symbol of love and commitment, while strengthening our connection with consumers.”
Structured as a multi-part property, the campaign will roll out a series of films featuring different couples and proposal settings. The phased release is intended to sustain engagement over time, with early responses indicating audience participation through story sharing and partner tagging.
Jain added, “Consumers today are looking for jewellery that not only marks an occasion but also becomes part of their story, and this series allows us to bring that insight to life through real moments and connections.”
Extending the campaign beyond digital, Heer by GIVA has introduced an on-ground activation in Mumbai, featuring a moving vehicle with a ring box installation mounted on it. The execution integrates visuals of brand ambassador Anushka Sharma and connects the campaign narrative with a physical, city-wide presence.
Jain said, “Jewellery is never just about the piece, it is about the moment it represents. With this activation, we are taking the emotion behind our Proposal Series beyond digital screens and into everyday life.”
Through this approach, the brand combines content and activation to align product communication with occasions that hold relevance for consumers, while building continuity between digital story-telling and offline engagement.
Heer by GIVA, launchedin 2025 by GIVA, is a premium online jewellery line featuring lab-grown diamonds set in 14k and 18k gold. The brand expanded into offline presence with the launch of its first dedicated store in Bengaluru in March 2026.
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