Kriti Sanon Joins GIVA, Strengthening Silver Style Appeal

Jewellery brand GIVA has named actor Kriti Sanon as its new brand ambassador, a move that highlights the company’s growing ambition to make silver jewellery a key part of everyday fashion.

With Kriti Sanon joining GIVA, the brand is also rolling out its latest campaign, Style, Sealed in Silver, aimed at encouraging consumers to embrace silver accessories as an expression of personal style rather than something reserved only for special occasions.

The partnership comes at a time when jewellery preferences in India are changing rapidly. Younger consumers are increasingly looking for lightweight, stylish pieces that can blend seamlessly with daily wear, office looks, and casual outfits. By bringing Kriti Sanon on board, GIVA hopes to strengthen its connection with fashion-conscious consumers who value individuality and accessible luxury.

• Kriti Sanon joins GIVA to strengthen everyday silver style appeal
• GIVA names Kriti Sanon ambassador for silver jewellery campaign
• GIVA boosts silver fashion focus with Kriti Sanon partnership

Over the years, GIVA has evolved from a digital-first jewellery startup into one of India’s growing retail brands, expanding its physical presence across multiple cities. The appointment of a well-known face like Kriti Sanon reflects the company’s effort to deepen brand visibility and strengthen emotional connections with a wider customer base.

Moving silver jewellery beyond special occasions

At the centre of the announcement is GIVA’s new campaign, Style, Sealed in Silver, which presents jewellery as more than a festive accessory. Instead of focusing only on weddings, celebrations, or gifting, the campaign encourages people to wear silver jewellery every day as a reflection of their personality and confidence.

The messaging marks a noticeable shift from traditional jewellery advertising, which often centres around grand celebrations and family occasions. GIVA’s campaign takes a more relatable approach, showing silver jewellery as a simple yet meaningful part of daily life. The brand believes today’s consumers are increasingly choosing pieces that complement their individual identity rather than following conventional trends.

Commenting on the association, Kriti Sanon shared that jewellery often reflects a person’s style and confidence. She said GIVA’s philosophy of self-expression and individuality aligned with her own outlook, making the collaboration feel authentic and meaningful.

Celebrity Partnerships and the Next Phase of Growth

For GIVA, partnering with Kriti Sanon represents more than a celebrity endorsement. The brand sees the collaboration as part of its broader effort to build a stronger presence in India’s competitive jewellery market while continuing to appeal to younger and aspirational consumers.

Company executives noted that the campaign aims to reinforce GIVA’s positioning as a modern jewellery brand that balances elegance with affordability. By associating with a personality like Kriti Sanon, the company hopes to strengthen customer trust and broaden its reach across different demographics.

The partnership also reflects a larger trend in the fashion and lifestyle industry, where brands increasingly collaborate with celebrities who embody relatability and contemporary appeal. Rather than simply promoting products, these associations are becoming extensions of brand identity and storytelling.

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As GIVA expands its footprint and strengthens its position in the silver jewellery segment, Kriti Sanon’s association could help shape the brand’s next chapter. With consumers becoming more style-conscious and expressive in their fashion choices, GIVA is betting that silver jewellery can move from being occasional wear to an everyday essential.