This Raksha Bandhan, GIVA has released a digital video for its “Ties of Love” campaign featuring brand ambassador Anushka Sharma. The video shows Sharma tying a rakhi on her dog. The campaign has been conceptualised and executed in-house by the GIVA team.
Bringing digital film to life, Resha Jain, chief brand officer, 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 seeing a clear shift in gifting trends: a box of sweets is savoured and forgotten, a card gets 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 on GIVA’s digital platforms, along with Rakhi gifting guides, influencer content, and brand storytelling.
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