Jewellery brand GIVA has announced actor Kriti Sanon as its newest brand ambassador. The collaboration marks a major new chapter for the fine silver jewellery brand, which also unveiled its latest campaign titled ‘Style, Sealed in Silver’ featuring the National Award-winning actor.
Announced on May 22 in Bengaluru, the partnership aims to position silver jewellery as an everyday style statement rather than something reserved only for special occasions. According to the brand, the campaign film reflects changing consumer preferences, where jewellery is increasingly seen as an extension of personal identity, mood, and self-expression.
The campaign deliberately moves away from the traditional occasion-centric approach commonly associated with jewellery advertising. Instead, ‘Style, Sealed in Silver’ focuses on how modern consumers are incorporating silver jewellery into their daily lives with confidence and individuality.
Speaking about the collaboration, Kriti Sanon shared, “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.”
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The association also aligns with Kriti Sanon’s growing brand presence beyond films. Over the years, the actor has established herself as one of the leading names in the industry with projects ranging from her National Award-winning performance in Mimi to commercial entertainers like Crew and Teri Baaton Mein Aisa Uljha Jiya.
According to GIVA, Kriti’s image and career trajectory closely reflect the values the company wants to represent — confidence, authenticity, ambition, and individuality. The brand believes the partnership goes beyond celebrity endorsement and represents a shared vision for the future of modern jewellery.
Speaking about the collaboration, Ishendra Agarwal, Founder of GIVA, said, “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. She is not just the face of the brand, she is a partner in where we are going, bringing the same energy, authenticity, and ambition to GIVA that she brings to everything she does. Over the years, GIVA has grown into something we're deeply proud of, a brand that millions of Indian women have made their own. Kriti becoming part of that story feels like a powerful new chapter for us."
The campaign is expected to roll out across digital platforms, OTT services, retail stores, e-commerce channels, and social media, forming part of a wider 360-degree promotional strategy for the brand’s expanding omnichannel presence across India.
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