Jewellery brand GIVA has announced Kriti Sanon as its newest brand ambassador, marking a major step in the company’s brand expansion journey. Alongside the announcement, the company also unveiled its latest campaign titled Style, Sealed in Silver, featuring the National Award-winning actor.
The partnership was officially announced on May 22 and aims to strengthen the brand’s positioning of silver jewellery as an everyday style statement rather than an accessory reserved only for special occasions.
Campaign focuses on everyday self-expression
According to the company, the new campaign reflects changing consumer behaviour where jewellery is increasingly viewed as a part of personal identity and individual expression.
The campaign deliberately moves away from the traditional occasion-based approach commonly seen in jewellery advertising and instead highlights how silver jewellery is becoming part of daily fashion choices.
The promotional concept focuses on confidence, personality and modern styling preferences among consumers.
Kriti Sanon shares views on the association
Speaking about the collaboration, Kriti Sanon said she connected with the brand’s approach towards self-expression and individuality.
She stated that jewellery worn every day often reflects personality and that the brand’s values resonate with changing perspectives among modern women.
The actor added that the collaboration represented more than just a campaign and aligned with her personal beliefs regarding confidence and individuality.
Partnership reflects shared brand values
According to GIVA, Kriti Sanon’s public image and career journey closely align with the values the company wants to represent.
The brand highlighted qualities including authenticity, confidence, ambition and individuality as key aspects of the collaboration.
Founder Ishendra Agarwal stated that the partnership reflects the company’s growth journey and forms part of a broader vision for the future of the brand.
He noted that the association extends beyond a conventional celebrity endorsement and represents a long-term alignment of values and aspirations.
Brand expands presence across India
GIVA said the campaign will be rolled out through multiple platforms as part of its broader marketing strategy.
The promotional campaign is expected to reach audiences through digital channels, OTT platforms, retail stores, e-commerce networks and social media.
The initiative forms part of the company’s expanding omnichannel strategy as it continues strengthening its presence across the country.
The collaboration also adds to Kriti Sanon’s growing portfolio of brand associations beyond her film career, as she continues to establish a strong presence in lifestyle and fashion sectors.