Bengaluru: GIVA has unveiled its latest Raksha Bandhan campaign, ‘Furever Sibling’, alongside the launch of its new Pet Collection, as the jewellery brand expands its festive offerings to cater to India’s growing community of pet parents.
Featuring brand ambassador Kriti Sanon, the digital campaign reimagines the traditional celebration of Raksha Bandhan by highlighting the emotional bond between families and their pets. The campaign underscores GIVA’s broader strategy of creating jewellery that reflects evolving consumer relationships and gifting preferences.
The campaign film opens with Kriti Sanon celebrating Raksha Bandhan with her brother before extending the festivities to their pet, reinforcing the idea that siblinghood today goes beyond conventional family ties. Through the campaign, GIVA introduces ‘Furever Sibling – The Pawfect Bond, Crafted in Silver,’ celebrating pets as cherished members of the family.
The newly launched Pet Collection features personalised pure silver pet tag charms and accessories designed for pet owners looking to commemorate their bond with their companions. The launch complements GIVA’s broader Raksha Bandhan portfolio, which includes sterling silver rakhis, personalised jewellery, everyday silver pieces, gold jewellery and lab-grown diamond offerings.
on the campaign, Resha Jain, Chief Brand Officer, GIVA, said, “At GIVA, we’ve always believed jewellery is more than an accessory, it’s a symbol of the relationships that shape our lives. Raksha Bandhan is a celebration of the love, protection, and countless memories siblings create together. With Furever Sibling, we wanted to honour this timeless bond while recognising that, for many today, siblinghood extends to the furry companions who become an inseparable part of our families.
Inspired by this evolving definition of family, we’ve introduced our Pet Collection, featuring pure silver personalised Tag Pet Charms that help pet parents celebrate their four-legged siblings in a meaningful way. Alongside our thoughtfully crafted pure silver rakhis for brothers and sisters, the collection reflects our belief that every bond deserves to be celebrated and sealed in silver. Whether it’s a sibling by birth or a sibling by paw, we’re proud to create jewellery that celebrates the relationships that stay with us forever.”
The launch comes as India’s gifting landscape continues to evolve, with consumers increasingly seeking personalised products that reflect meaningful relationships and individual lifestyles. By introducing a dedicated pet collection, GIVA is expanding its product portfolio to address a growing consumer segment while strengthening its position in the lifestyle and gifting market.
The ‘Furever Sibling’ campaign is currently live across GIVA’s digital platforms and will be supported through creator collaborations, social media storytelling and festive retail activations across the brand’s online and offline channels, further driving engagement during the Raksha Bandhan season.
