GIVA has launched its new campaign, ‘Men Want Gifts Too’, featuring Aditya Roy Kapur as the face of its GIVA MEN Silver line.
The campaign is positioned around conversations on gifting culture and seeks to spotlight men as recipients within categories traditionally associated with women-centric gifting.
Ahead of the campaign launch, the brand initiated conversations on social media through the hashtag #ChahiyeKyaLadkonko, asking audiences what men would want to receive as gifts. According to the company, the responses informed the direction of the larger campaign.
The campaign film features Aditya Roy Kapur reflecting on how men often see others receiving gifts while quietly wishing for similar gestures themselves, before receiving a GIVA MEN Silver piece from his partner.
The collection includes chains, rings, bracelets and kada designs crafted in 925 sterling silver, targeted at male consumers.
Ishendra Agarwal, Founder, GIVA, speaking at the launch; "At GIVA, we have always believed that jewellery is for everyone. For too long, men have stood on the sidelines of gifting culture, admiring what their friends received, quietly wishing someone would think of them. When we asked #ChahiyeKyaLadkonko on social media, India answered louder than we expected. 'Men Want Gifts Too' is our way of saying: it's your turn. Our men's silver collection is crafted for the modern man, understated, confident, and worth celebrating. We couldn't think of anyone better than Aditya Roy Kapur to embody exactly that spirit."
The company stated that the campaign is aimed at expanding conversations around men’s jewellery and gifting behaviour among younger consumers.
