BrandBuzz
GIVA Turns Mother’s Day Gifting On Its Head With A Quirky Campaign That Declares; There’s Only One Gift That Truly Wins
GIVA, India’s leading fine jewellery brand, has launched a playful and sharply relatable Mother’s Day campaign that takes a humorous dig at the world of “almost-brands” to spotlight one clear truth: when it comes to gifting, nothing quite matches GIVA silver.
Built on a simple yet striking insight, every mother receives plenty of gifts, but only a few truly stand out. The campaign film brings this to life through a clever narrative. While most mothers unwrap presents from lookalike, tongue-in-cheek brands like Abibas, Niku, Gukki, and Channel, one mother receives a GIVA gift, and the difference is instantly unmistakable.
The contrast is both humorous and telling. Where the others evoke polite smiles, the GIVA gift sparks genuine joy, reinforcing the idea that thoughtful, high-quality gifting always stands apart.
At the core of the campaign is GIVA’s proposition of silver jewellery that is not only contemporary and stylish but also enduring — a gift that lasts, much like a mother’s love. By blending with emotional relevance, the brand positions itself as the ultimate choice for meaningful gifting this Mother’s Day.
Campaign Thought: Every gift gets a reaction. The right gift gets remembered. That gift is GIVA.
Resha Jain, Chief Brand Officer, GIVA, said:
“Mother’s Day has increasingly become about routine gifting, things that are convenient but not necessarily meaningful. With this campaign, we wanted to bring back the joy of giving something that truly stands out. By using humour and cultural cues like ‘Abibas’ and ‘Gukki’, we’re highlighting a very real behaviour, we often settle for ‘close enough’. GIVA represents the opposite. It’s a gift that feels special, lasts long, and creates a genuine emotional moment. That’s what we wanted to celebrate.”
The campaign also reflects GIVA’s larger brand philosophy: making fine jewellery accessible, relevant, and deeply personal for modern consumers. By tapping into everyday observations and turning them into engaging storytelling, GIVA continues to build strong cultural resonance, especially during key gifting moments.
BrandBuzz
Kalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
First Showroom To Open At Panagal Park, T Nagar, Chennai On August 21; Company To Scale To 5 Stores In The State This Year.
Kalyan Jewellers India Limited (NSE: KALYANKJIL, BSE: 543278) today unveiled the name, identity and go-to-market plan for its regional jewellery brand – Akshaya Thanga Maligai (ATM) – with Tamil Nadu as its market. The company had flagged its intent to enter the regional/mass jewellery segment as a distinct growth engine, alongside Kalyan and Candere, in earlier conversations; today’s announcement is the first time the brand’s name, positioning and launch market have been made public.
ATM will open its first showroom at Panagal Park, T Nagar, Chennai’s most prominent jewellery retail catchment, on August 21, 2026. A teaser campaign has already begun in the market, and the company has signed Tamil film actor Sivakarthikeyan as brand ambassador, a move aimed at building rapid recall for a new-to-market name in a category where trust and local affinity drive purchase decisions.
The launch expands KJIL’s addressable market by enabling the company to participate in customer segments that exhibit a strong preference for locally positioned jewellery brands, while complementing the existing Kalyan and Candere formats.
Unlike Kalyan’s pan-India format, ATM has been built ground-up for a single state. The company said inventory will be curated specifically for Tamil Nadu preferences with designs, weights and price points aligned to regional occasions and buying patterns, thus positioning ATM to compete directly with entrenched regional jewellery chains rather than Kalyan’s own store network.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers India Limited, said:
“Akshaya Thanga Maligai reflects our belief that regional markets offer significant long-term growth opportunities when approached with a truly local proposition. Tamil Nadu is one of India’s largest and most evolved jewellery markets, making it the natural choice for our first regional brand. By combining a distinctly Tamil identity with Kalyan Jewellers’ sourcing capabilities, quality standards and customer-first approach, we believe ATM is well positioned to build meaningful scale across the state through our franchise-led expansion model.”
The company intends to establish the concept in Tamil Nadu before evaluating similar regional formats in other markets.
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BrandBuzz5 days agoKalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
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