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.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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