Brands
Heer by GIVA reimagines 9KT gold for everyday wear with Anushka Sharma
New campaign positions 9KT gold as accessible, contemporary jewellery for daily style
BENGALURU: Gold is stepping out of the locker and into the everyday wardrobe. GIVA’s gold and lab-grown diamond brand Heer by GIVA has launched a new campaign featuring Bollywood actor Anushka Sharma, positioning 9KT gold as a contemporary and accessible choice for everyday jewellery.
The campaign challenges the traditional association of gold jewellery with weddings, festivals and milestone occasions, instead presenting it as something that can be worn, styled and enjoyed every day.
The campaign marks Sharma’s first major appearance for Heer by GIVA after she recently joined the brand as its ambassador. The campaign film explores a more contemporary relationship with gold, with Sharma pairing different Heer by GIVA 9KT gold pieces with a range of looks across the week.
Built around the thought, “Different Day. Different Gold. Every Day.”, the campaign highlights how gold jewellery can become part of everyday personal style rather than being reserved for special occasions.
Commenting on the campaign, GIVA chief brand officer Resha Jain said that Heer by GIVA aims to make gold more relevant to contemporary lifestyles.
“For generations, gold has been associated with milestones and special occasions. With Heer by GIVA, we want to make gold more relevant to the way people live today. 9KT gold allows us to bring together the desirability of gold with a more accessible, contemporary proposition, jewellery that you can wear every day, style your way and make part of your personal story,” she said.
The campaign comes against a changing relationship between younger consumers and gold jewellery. Beyond traditional occasions and heirloom purchases, gold is increasingly being positioned as an extension of personal style, whether to complement an outfit, mark a moment or add a finishing touch to an ordinary day.
Heer by GIVA’s 9KT gold collection has been developed around this shift, offering jewellery positioned as real, stylish and more accessible for frequent wear.
The campaign will be amplified across digital platforms, social media, influencer collaborations and Heer by GIVA stores across India during the festive season.
