Anushka Sharma’s Rakhi Film for GIVA Redefines Bonds

This Raksha Bandhan, jewellery brand GIVA has turned tradition on its head with a heartwarming digital film starring their brand ambassador, Anushka Sharma. In a move that’s winning hearts online, the film shows Anushka tying a rakhi not on a brother’s wrist, but on her beloved dog—beautifully expanding the meaning of sibling love and protection beyond human relationships.

The Campaign: “Ties of Love”

GIVA’s new campaign, titled “Ties of Love,” is all about celebrating the people—and pets—who make us feel protected, cherished, and understood. Conceptualised and executed in-house by the GIVA team, the campaign encourages viewers to look at Raksha Bandhan not just as a ritual between siblings, but as an opportunity to honour anyone who plays a protective or loving role in their lives.

In the digital film, Anushka Sharma is seen gently tying a rakhi on her dog’s paw, symbolising the deep bond and sense of security that pets bring to our lives. The film’s simple, relatable storytelling has struck a chord with audiences, especially pet lovers and those who see family in more than just blood relations.

Shifting Gifting Trends: Jewellery as a Lasting Memory

Resha Jain, Chief Brand Officer at GIVA, explained the thought behind the campaign:

“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 campaign is supported by Rakhi gifting guides, influencer content, and brand storytelling across GIVA’s digital platforms, making it easy for people to find thoughtful, lasting gifts for their loved ones.

A New Take on Raksha Bandhan

Traditionally, Raksha Bandhan celebrates the bond between brothers and sisters, with sisters tying a rakhi (sacred thread) on their brothers’ wrists as a symbol of protection and love. GIVA’s campaign, however, reflects a modern, inclusive approach—one that acknowledges the many forms of love, care, and companionship that exist today.

By featuring Anushka Sharma tying a rakhi on her dog, the film reminds us that protection and affection are not limited by family ties or even species. It’s a gentle nudge for everyone to celebrate the unique bonds that bring warmth and security to their lives.

Social Media Buzz and Audience Reaction

The film has quickly gained traction on social media, with viewers praising its fresh perspective and emotional appeal. Many pet parents shared their own stories of celebrating special occasions with their furry companions, while others appreciated the campaign’s message of inclusivity and love.

Anushka Sharma, known for her love of animals and her relatable, down-to-earth persona, is the perfect face for this campaign. Her genuine affection in the film adds authenticity and charm, making the message resonate even more deeply with audiences.

GIVA’s Growing Presence

GIVA has been steadily building its reputation as a jewellery brand that celebrates meaningful moments and relationships. By blending contemporary storytelling with traditional values, the brand continues to connect with young, modern consumers looking for gifts that go beyond the ordinary.