Bengaluru: GIVA, the jewellery brand known for its
silver-led identity, has launched a distinctive Mother’s Day campaign that
humorously positions the brand as the right gifting choice for the occasion.
The playful narrative presents GIVA as an original gifting option in a market
often dominated by predictable and conventional gift ideas.
At the core of the campaign is GIVA’s silver-led
positioning. The brand has spotlighted its contemporary silver designs as
stylish, thoughtful and enduring gifts when compared with other common gifting
categories. While the campaign does not directly mock competitors, it takes a
light-hearted dig at the gifting space by using spoof names such as Bibas,
Niku, Gukki and Channel.
Commenting on the jibe and the innovative campaign, Resha
Jain, Chief Brand Officer, GIVA, said, Mother’s Day has become yet another
convenient day of gifting common things, but with GIVA we are offering
consumers real gifting options.
By using cultural cues like ‘Abibas’ and ‘Gukki’, we are
highlighting a very real behaviour of settling for common things. GIVA gives
consumers the option to gift something that can last a lifetime, Jain added.
https://www.youtube.com/watch?v=bbam0xiMspY
The campaign reinforces GIVA’s effort to position silver
jewellery as a meaningful and lasting gifting choice for Mother’s Day, while
using humour and cultural references to connect with modern consumers.
