To celebrate Raksha Bandhan, GIVA has released a heartfelt digital film as part of its “Ties of Love” campaign, starring brand ambassador Anushka Sharma. The video takes a tender and playful approach, depicting Anushka tying a rakhi not on a sibling, but on her cherished pet dog—symbolizing that true bonds of care and protection go beyond traditional family ties.
Staying true to the essence of Rakhi, which centers on love, protection, and gratitude, “Ties of Love” broadens the scope of the celebration to include all forms of relationships marked by unconditional care. In doing so, GIVA highlights the role of jewellery not merely as an accessory, but as a lasting symbol of emotional connection.
Commenting on the campaign, Resha Jain, Chief Brand Officer at GIVA, shared:
“Jewellery has always been linked to life’s most cherished moments. With this campaign, we want people to see Rakhi gifting beyond traditional rituals—as a way to honour anyone who offers us love and protection, whether it’s siblings, friends, or even pets.”
She added that gifting preferences are evolving. Unlike sweets or cards that are quickly forgotten, jewellery becomes a part of one’s daily life and identity—demonstrating the true value of a meaningful gift.
The film, developed by GIVA’s internal creative team, combines emotional simplicity with authenticity. Anushka Sharma’s sincere affection for animals enhances the story, lending it a genuine and moving touch.
This Raksha Bandhan, GIVA redefines tradition with its collection of silver rakhis that are meant to last beyond the festival. Featuring spiritual designs, custom charms, and lab-grown diamond (LGD) accents, each rakhi is crafted to be treasured, turning jewellery into a contemporary expression of the festival’s meaning.
GIVA’s “Ties of Love” campaign film is now streaming across all its digital channels, accompanied by specially curated Rakhi gifting guides, influencer-driven content, and heartfelt storytelling—echoing the brand’s belief that every meaningful connection should be celebrated with beauty and thoughtfulness.