GIVA Launches New Jewellery Campaign Featuring Anushka Sharma
GIVA appoints Anushka Sharma as the face of Heer by GIVA, its gold and lab-grown diamond jewellery brand.
SociapaHQ
GIVA has announced Anushka Sharma as the face of Heer by GIVA, the company’s recently launched gold and lab-grown diamond jewellery brand.
The campaign, titled “For You, Forever,” marks GIVA’s expanded focus on premium gold jewellery and lab-grown diamond collections. Through poetry-led storytelling and emotional narratives, the campaign explores themes of self-love, individuality and self-gifting.
The accompanying film positions jewellery not simply as a traditional gift item, but as a personal choice tied to identity and self-expression. Rather than centring celebrations or relationship milestones alone, the campaign focuses on women choosing jewellery for themselves.
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Luxury Jewellery:
According to the company, Heer by GIVA is aimed at the premium jewellery segment, with collections designed around everyday luxury and personal milestones.
For marketers, the campaign reflects a growing shift in jewellery advertising where brands are increasingly moving away from occasion-led gifting narratives towards themes of individuality, empowerment and self-purchase behaviour. Jewellery communication is gradually evolving from symbols of external validation to markers of personal identity and emotional meaning.
The campaign also highlights the growing prominence of lab-grown diamonds within India’s jewellery market. As younger consumers become more open to alternative luxury formats, brands are positioning lab-grown diamonds alongside contemporary ideas of accessibility, modernity and conscious consumption.
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Jewellery Becomes Personal Expression:
Speaking about her association with the brand, Anushka Sharma said, “Heer by GIVA celebrates women for who they truly are, not who they're expected to be. That distinction matters. Jewellery has always carried emotion, but here it becomes something more personal, a symbol of self-love, a quiet act of choosing yourself.”
Ishendra Agarwal said the launch of Heer represents the brand’s effort to move beyond traditional occasion-based jewellery positioning.
“Heer is our attempt to move beyond occasion-led jewellery and into the space of meaningful luxury, where a piece isn't just beautiful, it means something. Together, we want to shift how women think about jewellery. Not as something they receive, but something they choose for themselves, on their own terms,” he said.
For consumers, the campaign positions jewellery less as a ceremonial purchase and more as an everyday expression of personality, emotion and independence.
