This Raksha Bandhan, GIVA is celebrating the siblings who make life complete whether they walk on two legs or four. With its latest campaign, Furever Sibling, the brand shines a light on the unconditional love shared with pets while spotlighting its newly launched Pet Collection, created for modern pet parents who consider their furry companions family.

Featuring brand ambassador Kriti Sanon, the digital film beautifully captures the essence of Raksha Bandhan. The film opens with Kriti tying a rakhi to her brother, celebrating the timeless tradition of sibling love. But in a heartwarming twist, she doesn’t forget their furry brother, bringing him into the celebration and reminding us that some of the strongest sibling bonds come with wagging tails and wet noses.

With Furever Sibling – The Pawfect Bond, Crafted in Silver, GIVA celebrates a new generation of relationships that extend beyond convention. Inspired by the growing love people have for their pets, the newly launched Pet Collection features thoughtfully designed jewellery and accessories that honour these irreplaceable companions and the joy they bring into our lives.

Speaking about the campaign, Resha Jain, Chief Brand Officer, GIVA, said:

“At GIVA, we’ve always believed jewellery is more than an accessory, it’s a symbol of the relationships that shape our lives. Raksha Bandhan is a celebration of the love, protection, and countless memories siblings create together. With Furever Sibling, we wanted to honour this timeless bond while recognising that, for many today, siblinghood extends to the furry companions who become an inseparable part of our families.

Inspired by this evolving definition of family, we’ve introduced our Pet Collection, featuring pure silver personalised Tag Pet Charms that help pet parents celebrate their four-legged siblings in a meaningful way. Alongside our thoughtfully crafted pure silver rakhis for brothers and sisters, the collection reflects our belief that every bond deserves to be celebrated and sealed in silver. Whether it’s a sibling by birth or a sibling by paw, we’re proud to create jewellery that celebrates the relationships that stay with us forever.”

As the way India celebrates continues to evolve, gifting has become more personal and reflective of the relationships that matter most. GIVA’s Raksha Bandhan collection embraces this shift with thoughtfully curated gifts for every sibling from sterling silver rakhis and personalised jewellery to everyday silver pieces, gold jewellery, lab-grown diamonds, and the all-new Pet Collection.

The Furever Sibling campaign is now live across GIVA’s digital platforms and will be amplified through creator collaborations, social storytelling, and festive gifting experiences across the brand’s online and offline channels.