Heer by GIVA, GIVA's fine jewellery brand, has brought its Proposal Series to the streets of Mumbai through a three-day cab branding activation featuring brand ambassador Anushka Sharma.
The campaign transforms an everyday cab into an eye-catching installation with a life-sized Heer ring box, designed to spark curiosity among commuters. At first glance, passersby appear to spot Anushka Sharma seated inside the cab, before realising it is part of the brand's latest campaign.
The activation builds on the momentum of Heer by GIVA's Proposal Series, which celebrates authentic proposal stories and positions gold and lab-grown diamond jewellery as an integral part of modern love stories. By taking the campaign offline, the brand aims to extend its storytelling beyond digital screens and create memorable consumer interactions.
Talking about the activation, Resha Jain, Chief Brand Officer, GIVA, said, "Jewellery is never just about the piece, it's about the moment it represents. With this activation, we're taking the emotion behind our Proposal Series beyond digital screens and into everyday life, creating moments of surprise, curiosity and connection across Mumbai."
The campaign reflects Heer by GIVA's strategy of using immersive brand experiences to strengthen emotional connections with consumers while showcasing its gold and lab-grown diamond jewellery collections.
