How Celebrity Collaborations Made GIVA into India’s Top Jewellery Brand

Discover how celebrity collaborations propelled GIVA to become India’s leading jewellery brand. In this blog, we explore the marketing strategies and influencer partnerships that contributed to its success.

Founded in 2019 in Bengaluru, GIVA emerged as a direct-to-consumer (D2C) jewellery brand specializing in silver, gold, and lab-grown diamond pieces. Initially operating online, the brand quickly gained traction for its affordable luxury offerings. Recognizing the tactile nature of jewellery shopping, GIVA expanded its presence by opening over 130 physical stores across India, with ambitions to surpass 500 outlets.

GIVA's commitment to authenticity is evident in its use of 925 hallmark silver and ethically sourced materials. The brand's evolution from an online startup to a prominent player in the Indian jewellery market underscores its strategic adaptability and customer-centric approach.

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GIVA’s Brand Ambassador - Anushka Sharma

In 2021, Bollywood actress Anushka Sharma became GIVA's brand ambassador. Her association brought a blend of elegance and modernity, mirroring GIVA's design philosophy. Campaigns featuring Sharma were showcased on platforms like SonyLiv, Hotstar, Instagram, and YouTube.

Celebrity Collaborations by GIVA

To increase its appeal and connect with diverse audiences, GIVA has strategically partnered with popular celebrities. These collaborations have not only increased their brand recognition but also integrated GIVA's campaigns with relatable narratives and emotional depth.

Anushka Sharma x GIVA

Since becoming GIVA's brand ambassador in 2021, Anushka Sharma has been central to several of the brand's emotionally resonant campaigns, each highlighting different facets of love and relationships.

1. "Love in All Its Forms" Campaign (2022)

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In this light-hearted advertisement, Anushka is seen trying on various earrings from GIVA's collection, ultimately selecting a pair that receives approval from her pet dog. The narrative celebrates unconventional forms of love, emphasizing the bond between a pet and its owner. The campaign was featured across OTT platforms like SonyLiv and Hotstar, as well as on social media channels such as Instagram and YouTube.

2. "GIVA for Every Mother" Campaign (2025)

Launched ahead of Mother's Day, this campaign comprises two ad films. In the first, titled "Maa The First Sparkle in Your Life," Anushka is shown packing her clothes and struggling to find a particular dress. She calls out to her mother, who effortlessly locates it. When Anushka asks her to fetch a watch, her mother instead discovers a carefully hidden surprise: a GIVA ring, thoughtfully placed as a Mother's Day gift. 

The second film, "She's Been Your Everything… Your Guiding Star, Your Maa," follows a young man who receives a voice message from his grandmother, stirring memories of her unwavering care during his childhood. Moved by nostalgia and affection, he visits her to gift a pair of GIVA earrings for Mother's Day, acknowledging her maternal role in his life.

3. Akshaya Tritiya Campaign Featuring Lab-Grown Diamonds (2025)

For the auspicious occasion of Akshaya Tritiya, GIVA introduced a campaign featuring Anushka that centered around the idea of lab-grown diamonds (LGDs) as meaningful gifts. The advertisement follows three generations of women sharing a piece of LGD jewellery, symbolizing continuity, love, and blessings. This narrative aims to present LGDs not as a replacement for gold but as a reimagined expression of traditional gifting.

Shruti Haasan x GIVA

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Actress and musician Shruti Haasan collaborated with GIVA for the "Discover Love, Discover GIVA" campaign. The advertisement features Shruti adorned with GIVA's jewellery, highlighting the brand's blend of modern aesthetics and traditional craftsmanship. The campaign emphasizes the elegance and versatility of GIVA's designs, resonating with individuals who appreciate sophisticated and timeless jewellery.

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How Did Influencer Marketing Help GIVA's Brand Growth?

GIVA's strategic collaborations with influencers have played a pivotal role in expanding its reach and connecting with diverse audiences across India. By partnering with influencers who resonate with various demographics, GIVA has effectively showcased its jewellery collections in relatable contexts.

1. Ramya Sag x GIVA

 

 

 

 

 

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A post shared by GIVA - Silver-Gold-Lab Grown Diamonds (@giva.co)

In a recent collaboration, lifestyle influencer Ramya Sag shared her experience visiting GIVA's Vizag store. Her content highlighted the brand's expansion into new markets and emphasized the consistent quality and appeal of GIVA's jewellery offerings. By sharing her personal admiration for the brand, Ramya provided her followers with an authentic glimpse into GIVA's in-store experience, fostering trust and interest among potential customers.

2. Reetu Kumar x GIVA

 

 

 

 

 

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A post shared by Reetu kumar • Fashion & Fun (@reetuu.k)

Fashion and lifestyle influencer Reetu Kumar partnered with GIVA to promote the brand's Crown Loyalty program. Through her content, Reetu effectively communicated the benefits of the program, showcasing how customers can enjoy rewards and exclusive offers. Her endorsement added credibility to the program and encouraged her followers to engage with GIVA's loyalty initiatives, thereby enhancing customer retention and satisfaction.

3. Taniya Singh x GIVA

 

 

 

 

 

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A post shared by GIVA - Silver-Gold-Lab Grown Diamonds (@giva.co)

Content creator Taniya Singh collaborated with GIVA for a Mother's Day campaign, emphasizing the joy of gifting. In her reel, she portrayed the emotional impact of surprising a loved one with a piece of GIVA jewellery. By sharing this heartfelt narrative, Taniya connected with her audience on a personal level, illustrating how GIVA's products can be a meaningful part of special occasions and celebrations.

These collaborations show GIVA's strategic approach to influencer marketing, using authentic voices to showcase their products in everyday scenarios. By aligning with influencers who reflect their brand values, GIVA has successfully expanded its customer base and strengthened its presence in the Indian jewellery market.

Impact of Celebrity Collaborations on GIVA’s Growth

GIVA's collaboration with Anushka Sharma in 2021 marked a pivotal moment in its marketing strategy. This partnership not only introduced a familiar face to the brand but also aligned GIVA's offerings with Sharma's modern and relatable persona.

1. Brand Positioning: Relating to Modern Elegance

Anushka Sharma's image as an independent and contemporary woman resonated with GIVA's target audience. Her association helped position GIVA as a brand that caters to everyday elegance, moving beyond traditional jewellery narratives. This alignment made GIVA's products more appealing to consumers seeking authenticity and style in their accessories.

2. Campaign Execution: Engaging Celebrity Content Across Platforms

The advertising campaigns featuring Sharma were strategically disseminated across OTT platforms like SonyLiv and Hotstar, as well as social media channels such as Instagram and YouTube. One notable ad depicted Sharma selecting earrings with input from her pet dog, emphasizing themes of self-love and everyday elegance. These narratives showcased GIVA's jewellery as integral to daily fashion, rather than reserved for special occasions.

3. Market Impact: Expanding Reach and Customer Engagement

Sharma's widespread popularity significantly increased GIVA's brand visibility. Her endorsement attracted attention and made more people aware of the brand. This broader reach contributed to GIVA's growth in the competitive jewellery market. The campaigns' reach across multiple platforms ensured that GIVA's message of celebrating love in all its forms reached a diverse and extensive audience.

The collaboration with Anushka Sharma served as a catalyst for GIVA's growth, effectively bridging the gap between the brand and its target consumers. By aligning with a celebrity whose values and style resonate with its own, GIVA successfully expanded its customer base and solidified its position in the competitive jewellery industry.

How Did Celebrities and Influencers Make GIVA into India’s Top Jewellery Brand?

GIVA's rise in India's jewellery market is closely tied to its strategic use of celebrity and influencer collaborations. By partnering with figures like Anushka Sharma, GIVA aligned its brand with personalities that resonate with its target audience, enhancing its appeal and reach. These collaborations have not only increased brand visibility but also fostered a sense of authenticity and trust among consumers. Through relatable storytelling and consistent engagement across various platforms, GIVA has effectively positioned itself as a preferred choice for modern, everyday jewellery, demonstrating the impactful role of influencer marketing in brand growth.

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