GIVA has introduced a fresh Raksha Bandhan campaign, ‘Furever Sibling’, alongside the launch of its new Pet Collection, expanding the festival’s traditional sibling celebration to include pets as cherished family members.
Featuring brand ambassador Kriti Sanon, the campaign film begins with the actor tying a rakhi to her brother before including their pet in the ritual, reflecting how many Indian families now consider pets an inseparable part of their lives.
The jewellery brand’s latest collection, ‘Furever Sibling – The Pawfect Bond’, is crafted in silver and includes personalised pet charms and accessories designed to celebrate the special connection between pet parents and their furry companions.
Commenting on the campaign, Resha Jain, Chief Brand Officer at GIVA, said the brand believes jewellery represents meaningful relationships and that Raksha Bandhan is an occasion to celebrate every bond that brings love and companionship. She added that the new Pet Collection acknowledges the evolving definition of family, where pets often share the same emotional space as siblings.
The collection also features pure silver personalised tag pet charms, along with silver rakhis for brothers and sisters, allowing customers to celebrate both traditional and modern family relationships during the festive season.
GIVA is promoting the campaign across its digital platforms through creator collaborations, social media content and festive gifting initiatives, supported by both its online and offline retail channels.
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