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Campaigns

GIVA Diwali Campaign Turns Firecrackers Into Jewellery

Ad Tribe! Bureau2 min read
Shweta Tripathi opens a red jewellery box in a fairy-lit living room, from GIVA's Pataka for Every Pataka Diwali film

The GIVA Diwali campaign, 'Pataka for Every Pataka', turns firecrackers into jewellery for its new Pataka Collection, with actor Shweta Tripathi fronting the film. GIVA posted the 41-second film on its YouTube channel on 26 October.

  • Brand: GIVA
  • Campaign: 'Pataka for Every Pataka'
  • Product: Pataka Collection, in 925 silver
  • Talent: Shweta Tripathi

The GIVA Diwali Campaign Film

The film opens on the familiar image of a woman printed on a firecracker packet and turns it into a play on the word pataka, slang for a striking woman. Tripathi then walks viewers through the collection in Hinglish wordplay, with lines such as 'Iss Diwali pataka ki awaaz kaan mein gunjegi nahi, jhumegi' for the earrings and 'Romeo rocket uss chand ke liye nahi, iss chand ke liye' for a rocket pendant. It closes on 'Har pataka deserves a pataka.'

Frames from the film show Tripathi in a cream embellished outfit and later a pink saree, in a living room strung with fairy lights, opening a red GIVA box. On YouTube the film runs with the line 'Is Diwali, shor nahi, shine karo', asking viewers to shine rather than make noise this Diwali.

What Is In The Pataka Collection

The range covers earrings, pendants, rings, necklaces and bracelets in 925 silver. The designs borrow from Diwali firecrackers, including rockets, chakris, anaar, mirchi fuljhadis and sutli bombs, and from festive motifs such as gujiya, kaju katli and rangoli. On YouTube, GIVA describes the pieces as Diwali-inspired designs with festive sweetness and main-character spark.

How The Campaign Is Running

The campaign runs across digital and social media, with influencer-led content and other brand communication. Creator collaborations will carry the idea beyond the film, and Tripathi has also shared it as a reel on her own Instagram account.

GIVA has not disclosed the agency or production credits for the film.

The film is on GIVA's YouTube channel.

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#Diwali Campaigns#GIVA#jewellery marketing#Shweta Tripathi
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