This Raksha Bandhan, GIVA unveils its latest digital video for their “Ties of Love” campaign, featuring brand ambassador Anushka Sharma in a touching celebration of the bonds that transcend tradition. In a heartwarming and playful twist, the digital film shows Anushka tying a rakhi not on a traditional sibling, but on her beloved dog, a golden surprise with floppy ears. It’s a gentle reminder that love and protection aren’t defined by blood, but by the bonds we feel in our hearts.

Rooted in the spirit of Rakhi, where the core sentiment is love, protection, and gratitude, “Ties of Love” expands the lens beyond siblings to embrace any relationship that carries the essence of unconditional care. Through “Ties of Love,” GIVA places jewellery at the centre of this celebration not just as adornment, but as a powerful, lasting token of love.

Bringing digital film to life, Resha Jain, Chief Brand Officer, GIVA said – “Jewellery has always marked life’s most meaningful moments, with this campaign, we’re encouraging people to see Rakhi gifting not as a ritual bound by tradition, but as a chance to celebrate anyone siblings, friends, or even pets, who make us feel protected and loved.

We’re seeing a clear shift in gifting trends: a box of sweets is savoured and forgotten, a card gets tucked away, but a piece of jewellery becomes part of your everyday, part of who you are. That’s the power of a meaningful gift.”

Conceptualised in-house by the GIVA team, the film blends simplicity with emotional resonance. Anushka Sharma’s natural warmth and her real love for animals add an authentic layer to the narrative, making the message even more impactful.

This year, elevate tradition with GIVA’s silver rakhis that go beyond the day. From spiritual motifs to personalised charms and LGD studs, each piece is designed to be worn, cherished, and remembered making jewellery the modern language of Raksha Bandhan.

The “Ties of Love” campaign film is now live across GIVA’s digital platforms, supported by curated Rakhi gifting guides, influencer content, and engaging storytelling that reflects the brand’s core belief: that every bond deserves to be celebrated beautifully.