Campaign conceptualised and executed in-house by GIVA team
This Raksha Bandhan, GIVA has unveiled a digital film for its “Ties of Love” campaign starring brand ambassador Anushka Sharma. The video captures Sharma tying a rakhi on her dog, highlighting a fresh take on the festival’s spirit. The campaign was entirely conceptualised and executed by GIVA’s in-house team.
Bringing the digital film to life, Resha Jain, Chief Brand Officer at GIVA, said:
“Jewellery has always marked life’s most meaningful moments. With this campaign, we’re encouraging people to see Rakhi gifting not as a ritual bound by tradition, but as a chance to celebrate anyone-siblings, friends, or even pets-who make us feel protected and loved. We’re noticing a shift in gifting trends: a box of sweets is savoured and forgotten, a card tucked away, but a piece of jewellery becomes part of your everyday, part of who you are. That’s the power of a meaningful gift.”
The “Ties of Love” campaign film is now live across GIVA’s digital platforms, supported by Rakhi gifting guides, influencer collaborations, and brand storytelling.
