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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

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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.

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National News

GJC Delegation Meets RBI Deputy Governor, Makes GMS Presentation

The Proposal Was Acknowledged As An Innovative Initiative With The Potential To Become A Game Changer For The Industry and The Nation.

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A GJC delegation comprising Vice Chairman Avinash Gupta, Legal Consultant CA Bhavin Mehta, and National Secretary Mitesh Dhorda met with Shirish Chandra Murmu, Deputy Governor of the Reserve Bank of India,  along with his senior team.

During the meeting, the delegation made a detailed presentation on the proposed Gold Monetization Scheme (GMS). The RBI team appreciated the concept of the scheme. The proposal was acknowledged as an innovative initiative with the potential to become a game changer for the industry and the nation.

GJC remains committed to working closely with all stakeholders —including the government, banks, jewellers, gold depositors, and temple trusts—in the larger national interest and for the sustainable growth of the GJ industry.

The Gold Monetization Scheme (GMS) in India was launched with the primary objective of reducing gold imports by mobilizing the vast amount of idle gold held by households, institutions, and temple trusts, thereby decreasing the country’s heavy reliance on gold imports. By encouraging depositors to bring their unused gold into the formal banking system, the scheme puts this dormant gold into productive economic purposes, such as meeting the needs of jewellers and industries without requiring fresh imports.

Additionally, the scheme allows depositors to earn interest on their gold deposits instead of keeping gold idle at home, transforming a non-yielding asset into an income-generating investment while simultaneously strengthening India’s gold supply chain and reducing the trade deficit.

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