GIVA, India’s fastest-growing fine jewellery brand, today announced the launch of Men Want Gifts Too, a cultural movement and campaign that turns the lens on men, demanding they be seen, celebrated, and gifted. Bollywood star Aditya Roy Kapoor leads the charge as the face of GIVA’s Men’s Silver line.

It began with a question. Before the campaign, before the film, before the star, GIVA took to social media and asked India something nobody had thought to ask before: #ChahiyeKyaLadkonko? The response was instant, overwhelming, and deeply felt. Men and the people who love them spoke up. They wanted to be seen. They wanted to be gifted. They wanted their moment. GIVA listened.

The answer to #ChahiyeKyaLadkonko is now a full-fledged movement, brought to life in a brand film starring Aditya Roy Kapoor. In the film, Aditya is seen scrolling through his phone, telling his girlfriend how other men are being gifted by their partners this and that, everything he quietly wishes for. The moment turns with a smile: his girlfriend has already ordered him a GIVA men’s silver piece. He loves it. The film is warm, funny, and unmistakably real.

Ishendra Agarwal, Founder, GIVA, speaking at the launch:

“At GIVA, we have always believed that jewellery is for everyone. For too long, men have stood on the sidelines of gifting culture, admiring what their friends received, quietly wishing someone would think of them. When we asked #ChahiyeKyaLadkonko on social media, India answered louder than we expected.

‘Men Want Gifts Too’ is our way of saying: it’s your turn. Our men’s silver collection is crafted for the modern man — understated, confident, and worth celebrating. We couldn’t think of anyone better than Aditya Roy Kapoor to embody exactly that spirit.”

GIVA Men Silver is for the man who commands attention without trying. Chains, rings, bracelets, and kada, each piece crafted for the modern Indian man who knows exactly who he is, and meaningful enough to gift on any day that deserves to be remembered.

The GIVA Men Silver collection, crafted in 925 sterling silver, starts at ₹799. Find your favourite pick at giva.com or at a GIVA store near you.