Heer by GIVA, GIVA’s gold and lab-grown diamond jewellery brand, has launched a new campaign featuring actor and brand ambassador Anushka Sharma. The campaign puts the spotlight on 9KT gold and explores how gold jewellery can become part of everyday styling rather than being reserved for weddings, festivals and other milestones.
Built around the campaign thought “Different Day. Different Gold. Every Day,” the film follows Sharma styling 9KT gold jewellery across different looks through the week. The communication positions the category around versatility and everyday wear, while also highlighting accessibility as a key part of the proposition.
Traditionally, gold jewellery in India has been closely linked to occasions and milestones. Heer by GIVA’s campaign attempts to shift that association by presenting gold as something consumers can wear as part of their regular personal style.
The brand’s portfolio includes 9KT, 14KT and 18KT gold, alongside lab-grown diamond jewellery. According to Heer by GIVA, the brand was created to combine contemporary designs with more accessible fine jewellery, with the aim of making gold and diamonds part of everyday life.
Link to the campaign:
Resha Jain, Chief Brand Officer, GIVA, said “For generations, gold has been associated with milestones and special occasions. With Heer by GIVA, we want to make gold more relevant to the way people live today. 9KT gold allows us to bring together the desirability of gold with a more accessible, contemporary proposition, jewellery that you can wear every day, style your way and make part of your personal story.”
Sharma features across the campaign film, wearing different 9KT gold pieces with changing looks. Her presence reinforces the brand’s focus on everyday styling rather than occasion-led jewellery consumption.
The campaign also builds on Sharma’s association with GIVA. She was introduced as the face of Heer by GIVA earlier this year, marking the brand’s move into gold and lab-grown diamond jewellery with a celebrity-led brand identity.
For Heer by GIVA, the campaign comes as the brand continues to build its positioning around accessible fine jewellery. Its current portfolio includes gold rings, earrings and pendants featuring both traditional and contemporary designs, including pieces associated with Sharma.
The campaign will be amplified through digital and social media, influencer collaborations and Heer by GIVA stores across India during the festive season.
