Jewellery brand GIVA has launched its Raksha Bandhan campaign, ‘Furever Sibling’, celebrating the special bond people share with their pets while introducing its newly launched Pet Collection.

Featuring brand ambassador Kriti Sanon, the campaign film reimagines the traditional festival by extending the celebration beyond human siblings. The film begins with Kriti tying a rakhi to her brother before including their pet in the ritual, highlighting how pets have become an integral part of modern families.

Built around the tagline ‘The Pawfect Bond, Crafted in Silver’, the campaign reflects India’s growing affection for companion animals and acknowledges the evolving definition of family. Alongside the campaign, GIVA has introduced a Pet Collection featuring personalised pure silver pet tag charms designed for pet parents. The festive range also includes sterling silver rakhis, personalised jewellery, gold jewellery, lab-grown diamond pieces and gifting options for siblings.

Speaking about the campaign, Resha Jain, Chief Brand Officer, GIVA, said, “At GIVA, we’ve always believed jewellery is more than an accessory-it’s a symbol of the relationships that shape our lives. Raksha Bandhan celebrates love, protection and the memories siblings create together. With ‘Furever Sibling’, we wanted to recognise that, for many people today, siblinghood also extends to the furry companions who become an inseparable part of the family. Inspired by this evolving definition of family, we’ve introduced our Pet Collection featuring pure silver personalised Tag Pet Charms, alongside our silver rakhis and festive jewellery range. Whether it’s a sibling by birth or by paw, every bond deserves to be celebrated and sealed in silver.”

The ‘Furever Sibling’ campaign is now live across GIVA’s digital platforms and will be amplified through creator collaborations, social media storytelling and festive gifting experiences across the brand’s online and offline channels.