This Raksha Bandhan, jewellery brand GIVA has taken a bold and emotional step with its latest campaign, “Ties of Love.” Starring brand ambassador Anushka Sharma, the digital film shows her tying a Rakhi not on a sibling—but on her beloved pet dog. The video, conceptualised and executed in-house by the GIVA team, is a fresh and inclusive take on Rakhi celebrations.
GIVA X Anushka Sharma
Redefining Rakhi Gifting with Emotion and Elegance
The central message of the campaign is clear: Raksha Bandhan is about love and protection, not just tradition. In the film, Anushka Sharma’s gentle act of tying a Rakhi on her dog symbolises that protective bonds can exist beyond human relationships. It celebrates love in all forms—be it siblings, friends, or even pets.
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The Thought Behind the GIVA Campaign
Resha Jain, Chief Brand Officer at GIVA, shared the brand’s vision:
“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.”
She further added that meaningful gifts like jewellery leave a lasting impression, unlike cards or sweets, which are quickly forgotten.
What Else is Part of the Campaign?
Along with the emotional digital film, the “Ties of Love” campaign includes:
- Curated Rakhi gifting guides
- Influencer-led content
- Emotive brand storytelling on digital platforms
The campaign taps into changing gifting trends, where consumers prefer memorable, lasting tokens of love—like jewellery—over perishable or impersonal gifts.
Final Thoughts: A Campaign That Celebrates All Bonds
GIVA’s latest Raksha Bandhan initiative isn’t just another festive campaign—it’s a progressive and emotional narrative that reflects how traditions are evolving. By featuring Anushka Sharma tying a Rakhi on her pet, GIVA invites everyone to honour the people and creatures who truly make us feel safe and cherished.
As Raksha Bandhan approaches, this campaign encourages us to think: Who makes you feel protected and loved—and how will you celebrate them?
