Mumbai: This Raksha Bandhan, GIVA and brand ambassador Anushka Sharma are celebrating bonds that go beyond tradition — and even species — with the launch of their latest digital film under the “Ties of Love” campaign. In a refreshing and emotional take on Rakhi, the film shows Anushka tying a rakhi not on a sibling, but on her beloved dog, highlighting that true love and protection know no conventional boundaries.
Rooted in the sentiment of Raksha Bandhan — love, protection, and gratitude — the “Ties of Love” campaign urges people to celebrate all relationships that embody care, not just between brothers and sisters, but among friends, chosen family, and even pets. Jewellery becomes the centerpiece of this evolved expression, serving not just as adornment, but as a timeless symbol of affection.
Resha Jain, Chief Brand Officer at GIVA, shared, “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.”
Conceptualised in-house by the GIVA creative team, the digital film blends simplicity with powerful emotion. Anushka Sharma’s genuine affection for animals adds authenticity to the story, making the message even more relatable and heartfelt.
This season, GIVA is introducing a range of silver Rakhis designed to last beyond the day — from spiritual motifs and personalised charms to lab-grown diamond (LGD) studs — making jewellery the new language of Raksha Bandhan.
The “Ties of Love” campaign is now live across GIVA’s digital platforms and is supported by curated gifting guides, influencer collaborations, and storytelling content that reflects the brand’s belief: every bond deserves to be celebrated beautifully.
