GIVA has introduced a new Pet Collection as part of its Raksha Bandhan offering, accompanied by a digital campaign titled Furever Sibling. The campaign, launched on July 21, features brand ambassador Kriti Sanon and highlights the inclusion of pets in Raksha Bandhan celebrations.

The campaign film opens with Sanon tying a rakhi to her brother before extending the celebration to their pet, reflecting the theme that sibling relationships can also include companion animals. The initiative supports the launch of GIVA's Pet Collection, which includes jewellery and accessories designed for pet owners.

According to the company, the collection features pure silver personalized tag pet charms alongside its existing Raksha Bandhan range, which includes sterling silver rakhis, personalized jewellery, gold jewellery and lab-grown diamond products. The launch is positioned around the growing trend of consumers considering pets as part of the family.

Commenting on the campaign, Resha Jain of GIVA said, "At GIVA, we've always believed jewellery is more than an accessory, it's a symbol of the relationships that shape our lives. Raksha Bandhan is a celebration of the love, protection, and countless memories siblings create together. With Furever Sibling, we wanted to honour this timeless bond while recognizing that, for many today, siblinghood extends to the furry companions who become an inseparable part of our families.

"Inspired by this evolving definition of family, we've introduced our Pet Collection, featuring pure silver personalized Tag Pet Charms that help pet parents celebrate their four-legged siblings in a meaningful way. Alongside our thoughtfully crafted pure silver rakhis for brothers and sisters, the collection reflects our belief that every bond deserves to be celebrated and sealed in silver. Whether it's a sibling by birth or a sibling by paw, we're proud to create jewellery that celebrates the relationships that stay with us forever."

The Furever Sibling campaign is live across GIVA's digital platforms and will be supported through creator collaborations, social media storytelling and festive gifting initiatives across the brand's online and offline retail channels.