BrandBuzz
Heer By GIVA Takes Its Proposal Storytelling To The Streets Of Mumbai
Heer By GIVA Takes Its Proposal Series To Mumbai’s Streets With A Life-Sized Ring Box Cab Activation Featuring The Spirit Of Modern Love and Meaningful Storytelling.
Heer by GIVA, GIVA’s newly launched fine jewellery brand offering gold and lab-grown diamond jewellery, is taking the celebration of modern love to the streets of Mumbai with a striking cab branding activation. Building on the momentum of its emotionally engaging Proposal Series featuring brand ambassador Anushka Sharma, the activation transforms an everyday commute into an immersive brand experience, bringing the campaign beyond digital screens and into the heart of the city.
Designed to turn heads, the cab features a life-sized Heer ring box, transforming an everyday ride into an unforgettable brand experience. Running across Mumbai for three days, the activation is expected to spark curiosity and conversation, with passersby doing a double take as they spot what appears to be Anushka Sharma inside the cab—only to discover it’s part of Heer by GIVA’s latest campaign.
The activation builds on the momentum of the Heer by GIVA Proposal Series, which celebrates authentic proposal stories and the emotions that define life’s most meaningful milestones. Moving beyond conventional product storytelling, the series positions fine jewellery as an integral part of modern love stories, capturing genuine moments of anticipation, joy, and commitment.
Talking about the activation, Resha Jain, Chief Brand Officer, GIVA, said:
“Jewellery is never just about the piece, it’s about the moment it represents. With this activation, we’re taking the emotion behind our Proposal Series beyond digital screens and into everyday life, creating moments of surprise, curiosity, and connection across Mumbai.”
As Heer by GIVA continues to redefine contemporary fine jewellery through meaningful storytelling, the campaign reflects the brand’s vision of creating emotional connections while making gold and lab-grown diamond jewellery a part of life’s most cherished 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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