GIVA has appointed Bollywood actress Kriti Sanon as its brand ambassador and launched a new campaign titled ‘Style, Sealed in Silver’, marking a deliberate shift in how the brand positions silver jewellery in the Indian consumer’s wardrobe.
The campaign film moves away from the occasion-led narratives that have traditionally dominated jewellery advertising – weddings, festivals and celebrations – and instead frames silver jewellery as an expression of everyday personal style, confidence and individuality. The positioning reflects a broader shift in consumer attitudes towards jewellery, where self-expression and daily wearability are increasingly driving purchase decisions over occasion-specific dressing.
Kriti Sanon, speaking on the association, said she has always believed that the jewellery worn every day reflects something deeply personal about who you are – and that GIVA understands that philosophy authentically. She described the campaign as a genuine belief in what the brand is building, rather than a conventional endorsement.
Ishendra Agarwal, founder of GIVA, noted that the brand’s journey from a single store to over 300 outlets has been built on creating something real and meaningful for Indian women. He described Kriti’s association as a powerful new chapter – one that brings authenticity, energy and shared ambition to the brand’s next phase of growth.
The campaign will be rolled out across digital platforms, OTT, retail stores, e-commerce platforms and social media channels, reaching GIVA’s expanding base of consumers nationwide.
