Mumbai: Jewellery brand GIVA has expanded its Raksha Bandhan offering with the launch of Furever Sibling, a festive campaign that brings pets into the traditional celebration of sibling bonds.
Featuring brand ambassador Kriti Sanon, the digital film begins with Sanon tying a rakhi to her brother before including the family pet in the celebration. The narrative positions pets not merely as companions, but as family members who share the same emotional space as siblings.
The campaign supports the launch of GIVA’s new Pet Collection, comprising personalised jewellery and accessories designed for pet parents. The range includes pure silver pet tag charms, created as keepsakes that can be personalised for individual pets.
Through the campaign line, “Furever Sibling: The Pawfect Bond, Crafted in Silver,” GIVA is responding to a broader shift in festive gifting, where consumers increasingly seek products linked to personal relationships and individual identities.
Commenting on the campaign, Resha Jain, Chief Brand Officer, GIVA, said jewellery has always represented the relationships that shape people’s lives. She noted that the campaign was developed to acknowledge how the definition of siblinghood is evolving, particularly among consumers who consider pets an integral part of their families.
Alongside the Pet Collection, GIVA’s Raksha Bandhan portfolio includes sterling silver rakhis, personalised jewellery, everyday silver pieces, gold jewellery and lab-grown diamond products. The wider assortment allows the brand to address different gifting preferences across both traditional and contemporary sibling relationships.
The campaign also reflects the jewellery industry’s increasing use of occasion-led storytelling to build relevance beyond conventional product categories. By connecting pet culture with Raksha Bandhan, GIVA is extending the festival’s gifting narrative into a less explored but emotionally resonant segment.
The Furever Sibling campaign is being promoted across GIVA’s digital platforms, supported by creator collaborations, social media content and festive activations across its online and offline retail channels.