GIVA has introduced a new jewellery collection titled Glow in Motion, supported by a nationwide campaign featuring actor Barkha Singh. The launch marks the brand’s first major marketing initiative of 2026 and reinforces its focus on design-led storytelling.

At the heart of the campaign is a television commercial built around a heist-inspired storyline, with Barkha Singh playing the central character. The film uses fast-paced visuals and music to highlight how the jewellery interacts with movement and light, bringing the collection’s core design philosophy to life. The narrative approach aims to position the jewellery as dynamic and expressive rather than static.

The Glow in Motion collection is crafted in 925 sterling silver and manufactured using CNC cutting technology. According to GIVA, this technique allows for precise detailing that helps each piece reflect light from multiple angles, creating a shifting visual effect as the wearer moves. The brand states that the collection is designed to feel fluid and responsive, aligning with contemporary lifestyles.

Commenting on the launch, Resha Jain, Chief Brand Officer at GIVA, said the collection reflects the way modern women live-constantly evolving and expressive. She added that the intention was to create jewellery that moves with the wearer and feels like a natural extension of everyday rhythm, with Barkha Singh embodying this spirit effectively.

The campaign is being rolled out across television, digital platforms, outdoor media, and retail stores. GIVA has also refreshed its in-store visual merchandising, dedicating specific sections to the new range across key locations.

With over 300 stores across India, GIVA continues to expand its retail footprint while regularly introducing new collections aimed at strengthening its position in the jewellery market. The Glow in Motion launch forms part of this ongoing growth strategy.