GIVA has appointed actor Kriti Sanon as its new brand ambassador and launched a campaign titled Style, Sealed in Silver, the company announced on 22 May 2026 in Bengaluru.

The campaign film focuses on changing consumer jewellery preferences, positioning silver jewellery as an everyday fashion and self-expression category rather than an occasion-led purchase. According to the company, the campaign reflects how consumers increasingly wear jewellery as part of personal style and identity.

The partnership marks a new phase for GIVA as it expands its omnichannel presence across stores, e-commerce and digital platforms. The company said the campaign will be rolled out across digital, OTT and retail touchpoints through a 360-degree activation strategy.

Speaking on the collaboration, Kriti Sanon said, “I have always believed that the jewellery you wear everyday says something about who you are, and GIVA understands that beautifully. The brand reflects the confidence, individuality, and self-expression that modern women resonate with today. This is not just a campaign for me, it is a genuine belief in what GIVA is building.”

GIVA founder Ishendra Agarwal said the association reflects the company’s growth trajectory and brand positioning in the silver jewellery segment. “From 1 store to 300+, every step of GIVA's journey has been about one thing: building something real. Kriti choosing to represent GIVA is a reflection of how far this brand has come,” Agarwal said. He added that the partnership aligns with GIVA’s focus on expanding its reach among Indian women consumers through retail, social and digital channels.The company also stated that the campaign moves away from traditional occasion-focused jewellery advertising, highlighting silver jewellery as a standalone category for daily wear and gifting.