GIVA has launched a multi-city visibility campaign to promote the GIVA Exchange Fest, an initiative encouraging consumers to exchange old or unused jewellery for benefits, including opportunities to win holidays. The campaign went live on December 10 2025 across key Indian cities.

The company deployed full bus wraps in Bangalore, Chennai, Pune and Kolkata to increase daily impressions among urban commuters. Bus shelters in high-density areas of Bangalore and Chennai extended the reach at regular transit touchpoints.

Mobile vans were used in Ahmedabad, Pune, Indore, Surat, Bhopal, Patna, Lucknow and Ludhiana to bring the messaging directly into residential areas and marketplaces. According to the company, this format aimed to strengthen hyperlocal visibility where consumers interact daily with retail communication.

In major malls such as Nexus Koramangala and The Grand Venice Mall, GIVA installed experience-led displays designed to encourage walk-ins and in-store discovery. Auto branding across Bangalore added additional city-level exposure throughout the day.

A notable element of the initiative was a bus shelter installation created using hundreds of real, non-silver jewellery pieces, including broken earrings and outdated necklaces. The display illustrated the Exchange Fest’s offer of trading in any old or unused jewellery for new silver products. The installation generated significant public attention, with passers-by photographing and sharing the display online.

The campaign combined transit media, mall activations, radio and neighbourhood outreach to drive store visits and online sharing. GIVA reported strong engagement across participating cities as the Exchange Fest continues.