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Heer By GIVA Builds Its Diwali Film Around Self-Gifting

Ad Tribe! Bureau2 min read
A festive family living room scene from the Heer by GIVA Diwali film Heer Se Shuru Diwali, built around self-gifting

Heer by GIVA has launched its Diwali campaign, Heer Se Shuru Diwali, built around the line sabke liye, aur thoda apne liye.

  • Brand: Heer by GIVA, the gold and lab-grown diamond brand from GIVA
  • Campaign: Heer Se Shuru Diwali
  • Thought: Sabke liye, aur thoda apne liye
  • Launched alongside: Timeless Polki and Vivid Gemstone collections

What The Heer By GIVA Film Does

It uses the gifting scene against itself. The film sits inside a family Diwali, the part of the festival where everyone is buying for everyone else, and then turns on the woman at the centre of it buying something for herself. The argument is not that she deserves a reward. It is that she is a member of the family she is shopping for.

That is a narrower claim than most festive jewellery advertising makes, and a more arguable one, because it does not need the viewer to accept that jewellery marks an occasion. It only needs the viewer to notice who got left off the list.

Why The Line Carries It

Sabke liye, aur thoda apne liye does the work the film does not have to. The "thoda" is the whole proposition: it concedes the hierarchy, puts the family first, and asks for a small share rather than a reversal. A line that asked for equal billing would have been a different and less persuasive film.

Resha Jain, chief brand officer at GIVA, framed the brand's intent as being part of a woman's journey rather than only her milestone moments, and described buyers choosing pieces that reflect individuality, aspiration and everyday life.

The Product Behind The Campaign

Two collections launched with it. Timeless Polki is Polki jewellery crafted in 14KT gold; Vivid Gemstone brings gemstone designs in 9KT and 14KT gold. Both are positioned for wear beyond occasion-led dressing.

The wider bet is on 9KT gold and lab-grown diamonds, which is a price-point argument as much as a design one. A campaign about buying for yourself works better when the thing being bought is within reach of the person deciding, and a lighter gold standard is how that reach gets built.

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#Diwali Campaigns#Festive Advertising#GIVA#Jewellery Marketing
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