GIVA, one of India’s leading omnichannel fine jewellery brands, has launched its Diwali campaign “Pataka for Every Pataka,” featuring actor Shweta Tripathi. The campaign introduces the brand’s new Pataka Collection, a range of 925 silver jewellery inspired by the sparkle and festive fun of Diwali’s most-loved firecrackers.
Link: https://www.instagram.com/reel/De9Qd_5NAmf/?utm_source=ig_web_copy_link&rpxt=NTc4MTIwNjQ2YQ==
The film opens with a familiar sight, a heroine printed on a firecracker pack, and flips it with the question “Why not heroine pe pataka?” The idea rests on GIVA’s belief that every woman is a pataka in her own way and deserves to shine. Tripathi leads the film with her signature wit and Hinglish charm, walking viewers through pieces such as the pataka earrings, the anaar and mirchi fulljadi designs and the rocket pendant. The film closes with the line “Har pataka deserves a pataka.”
Anchored in the thought that this Diwali, “pataka shor nahi, shine karenge,” the collection reimagines rockets, chakris, anaar and sutli bombs, along with gujiya, kaju katli and rangoli, as playful jewellery. It spans earrings, pendants, rings, necklaces and bracelets in gold-toned and rose-gold-toned finishes, with plique enamel detailing adding a colourful touch.
The campaign will roll out as a 360-degree ecosystem across digital and social media, influencer-led content and brand communication. Creator collaborations will extend the idea in relatable, shareable ways, helping GIVA build awareness and position the collection as a distinctive choice for Diwali gifting and self-expression.
