National News
Heer by GIVA launches its first-ever campaign, #AmiHeer, celebrating the many avatars of today’s woman
The campaign celebrates every form of the Devi within every woman, with a sparkle that honours her individuality
Heer by GIVA, the newly launched gold and lab-grown diamond brand from GIVA, has unveiled its maiden campaign #AmiHeer – a powerful tribute to the modern woman and the many roles she embodies.
Breaking away from the traditional jewellery advertising playbook, Heer by GIVA has adopted an influencer-first strategy to build its narrative. The campaign features creators leading the storytelling on digital feeds, supported by 200–300 influencers through immersive store experiences, marking a differentiated, community-led approach to brand building.
Inspired by the many forms of the Devi, #AmiHeer celebrates the modern woman who seamlessly embraces multiple identities with strength and grace. Heer becomes her divine sparkle jewellery that reflects and honours her individuality in every role.
The campaign is further being amplified through ATL and BTL activations, including hoardings, dedicated Heer sections across 130 GIVA, and CGI-led digital content.
Resha Jain, Chief Brand Officer, GIVA, said: “Just like the Goddess has multiple avatars, today’s woman embodies many roles; daughter, sister, mother, boss, fighter, dreamer. With #AmiHeer, we wanted to celebrate this spirit and move beyond transactional communication this festive season to create a narrative that resonates emotionally. The campaign is a tribute to women in all their roles and journeys, positioning Heer not just as jewellery, but as her divine sparkle, an extension of her identity and individuality. By leading with an influencer-first approach, we’re ensuring Heer becomes part of her celebrations in the most authentic way.”
Celebrating the brand launch, Ishendra Agarwal, Founder, GIVA, added: The launch of Heer represents GIVA’s commitment to building a dedicated brand in the gold and lab-grown diamond category, one that brings modern, design-led and sustainable luxury to today’s modern consumer. Our first campaign, #AmiHeer, embodies the brand’s ethos of celebrating individuality, while also showcasing our differentiated approach that fuses digital-first storytelling with on-ground community activations.
With this launch, Heer by GIVA sets out to carve a distinct identity in India’s evolving jewellery market, one that fuses emotional storytelling, innovative formats, and community engagement at its core.
The Indian Institute of Gems and Jewellery (IIGJ), Jaipur, inaugurated its annual crafts fair Alankar 2025 on September 25th with a vibrant showcase of India’s rich jewellery traditions. The three-day event, running till September 27th, brings together artisans, students, and craft enthusiasts under one roof.
The fair was inaugurated by Chief Guest Rishav Mandal, IAS, Commissioner and Managing Director, Department of Skill, Employment and Entrepreneurship, and Managing Director, RSLDC. He was welcomed by Sanjay Kala, Vice President, IIGJ Jaipur: Yogendra Garg, Regional Chairman, GJEPC, D.P. Khandelwal, Board Member; Sakhil Dhadda, Neeraj Lunawat, Honorary Secretary, Jewellery Association Jaipur, Nitin Khandelwal, Regional Director, GJEPC; Divyanshu Agarwal, Registrar; Anish Kapil, Principal, faculty members and students.
Appreciating IIGJ’s efforts, Mandal assured full support from the Government of Rajasthan towards the institute’s skill development initiatives.This year’s fair features live demonstrations of traditional jewellery crafts by renowned artisans from across the country. Highlights include lacquer jewellery by Gulrakh Sultana, pachchikam jewellery by Firo כמוה Jaba Khan, gemstone carving by Amrit Sirohiva, bead.
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