Ahead of Raksha Bandhan, jewellery brand Giva has rolled out a new campaign featuring actor Kriti Sanon, introducing its dedicated pet collection for the festival.
The film opens with Sanon tying a rakhi on her brother’s wrist in a familiar festive setting. As the ritual unfolds, her pet grows visibly restless, barking impatiently as if demanding a rakhi of its own. Sanon initially asks the pet to wait its turn, but as its eagerness builds, she gives in and ties a rakhi around its paw too. Her brother responds with a light-hearted jab, joking that the pet now seems to matter more to her than he does. The film then shifts focus to showcase Giva’s pet collection, positioning it as a way for pet parents to include their animals in the celebration.
The campaign works because it takes a well-worn festive template and stretches it just enough to feel fresh – extending the emotional core of Raksha Bandhan to the pets who are, for many, as much a part of the family as any sibling. The pet’s impatience injects a natural dose of humour, keeping the narrative light and engaging rather than overtly sentimental. The product placement, too, feels earned rather than forced, flowing organically out of the story instead of being bolted on. It’s an unfussy, warm, festive concept that should land well with pet owners and animal lovers looking to mark the occasion with their four-legged companions too.
