GIVA’s digital ad campaign for Raksha Bandhan features Anushka Sharma tying Rakhi on her pet

Departing from convention, Anushka Sharma serves as the inspiring brand ambassador for this touching Raksha Bandhan digital campaign that shows her tying a rakhi on her family pet—a clear indication that bonds of protection and affection really do stretch light years beyond bloodlines unduly.

The campaign film, titled Ties of Love, operates on a different plane from the love-laden festival of Raksha Bandhan, nudging viewers toward carving out more celebration for other meaningful bonds—whether siblings, friends, or living creatures anywhere along the spectrum.

Conceptualized and shot in-house entirely by GIVA's talented team, the film is now accessible on all digital channels offered by the brand, alongside Rakhi gifting guides, influencer collaborations, and mainstream experiential storytelling.

Resha Jain, Chief Brand Officer of GIVA, remarked on the campaign's motive: "Jewelry has always celebrated the greatest of moments in life. With this campaign, we want to tell people to treat Rakhi gifting as something outside the boundaries of tradition: a chance to honor anyone who makes us feel safe and loved. With jewelry, unlike sweets or cards, it stays with you and becomes part of your story."

The campaign rides on the tide of changing gift trends, as customers have begun preferring gifts that are more emotive and lasting. By placing jewelry on the pedestal of eternal love, GIVA sets a very empowering tone for festive gifting—very much on the modern track of pure intellect and real emotion.

Anushka Sharma's poetic gesture in the campaign stirred emotional chords and signals the rising tide of culture favoring inclusive, verbal expressions of love. GIVA's Ties of Love is far more than just a campaign; it is also a call to celebrate tangible ties.

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