Bengaluru: GIVA, a fine jewellery brand, has announced a landmark partnership with National Award-winning actor Kriti Sanon as its newest brand ambassador, unveiling a new campaign film titled Style, Sealed in Silver.
The collaboration marks a significant milestone for the brand as it looks to strengthen its positioning in India’s evolving jewellery market through a contemporary approach to fine silver jewellery and self-expression.
At the centre of the launch is Style, Sealed in Silver, a campaign film that reflects how consumers today increasingly view jewellery as an extension of identity, mood, and personal style rather than just occasion-led purchases. The campaign moves away from traditional jewellery advertising narratives and positions silver as a confident lifestyle choice rooted in individuality and everyday wearability.
Speaking about the collaboration, Kriti Sanon said, “I have always believed that the jewellery you wear everyday says something about who you are, and GIVA understands that beautifully. The brand reflects the confidence, individuality, and self-expression that modern women resonate with today. This is not just a campaign for me, it is a genuine belief in what GIVA is building.”
GIVA said the partnership with Kriti Sanon aligns closely with the brand’s vision of building an aspirational yet accessible jewellery brand for modern Indian consumers. The company noted that the actor’s career, marked by versatility and authenticity, mirrors GIVA’s own disruptive approach within India’s traditionally gold-dominated jewellery industry.
Speaking of the association Ishendra Agarwal, Founder GIVA said, “From 1 store to 300+, every step of GIVA’s journey has been about one thing: building something real. Kriti choosing to represent GIVA is a reflection of how far this brand has come. She is not just the face of the brand, she is a partner in where we are going, bringing the same energy, authenticity, and ambition to GIVA that she brings to everything she does. Over the years, GIVA has grown into something we’re deeply proud of, a brand that millions of Indian women have made their own. Kriti becoming part of that story feels like a powerful new chapter for us.”
The campaign will roll out across digital platforms, OTT, retail touchpoints, social media, and GIVA’s omnichannel ecosystem, including its expanding network of physical stores and e-commerce platforms.
Founded as a silver jewellery-first brand, GIVA expanded into gold and lab-grown diamonds in 2023 while continuing to focus on affordability and accessibility. The company opened its first exclusive offline store in Bengaluru in 2022 and has since scaled its retail footprint to over 300 stores across India.
The company currently serves more than 2 million customers in India and reported consolidated revenue from operations of ₹273.6 crore in FY2023-24, reflecting a 66% growth over the previous year. GIVA expects overall revenue to cross ₹500 crore as it continues expanding its presence in India’s fine jewellery segment.
