Bengaluru: GIVA, the jewellery brand known for its silver-led identity, has launched a distinctive Mother’s Day campaign that humorously positions the brand as the right gifting choice for the occasion. The playful narrative presents GIVA as an original gifting option in a market often dominated by predictable and conventional gift ideas.
At the core of the campaign is GIVA’s silver-led positioning. The brand has spotlighted its contemporary silver designs as stylish, thoughtful and enduring gifts when compared with other common gifting categories. While the campaign does not directly mock competitors, it takes a light-hearted dig at the gifting space by using spoof names such as Bibas, Niku, Gukki and Channel.
Commenting on the jibe and the innovative campaign, Resha Jain, Chief Brand Officer, GIVA, said, Mother’s Day has become yet another convenient day of gifting common things, but with GIVA we are offering consumers real gifting options.
By using cultural cues like ‘Abibas’ and ‘Gukki’, we are highlighting a very real behaviour of settling for common things. GIVA gives consumers the option to gift something that can last a lifetime, Jain added.
The campaign reinforces GIVA’s effort to position silver jewellery as a meaningful and lasting gifting choice for Mother’s Day, while using humour and cultural references to connect with modern consumers.
