GIVA has unveiled its Raksha Bandhan campaign, Furever Sibling, celebrating the bond between people and their pets while introducing its new Pet Collection.
Featuring brand ambassador Kriti Sanon, the digital film reimagines the festival by extending the traditional Raksha Bandhan ritual to include a pet, reflecting the growing recognition of animals as members of the family.
Alongside the campaign, GIVA has expanded its festive gifting portfolio with a Pet Collection comprising jewellery and accessories for pets, in addition to sterling silver rakhis, personalised jewellery, gold jewellery and lab-grown diamond pieces.
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."
The Furever Sibling campaign is being rolled out across GIVA's digital platforms, supported by creator collaborations, social media content and festive activations across the brand's online and offline channels.
