The campaign
Heer by GIVA, GIVA’s gold and lab-grown diamond jewellery label, has launched its Diwali campaign “Heer Se Shuru Diwali.” The campaign is built on the thought “Sabke liye, aur thoda apne liye” — for everyone, and a little for yourself. No agency or director is named in the report. GIVA’s chief brand officer, Resha Jain, says the brand wants to be part of a woman’s journey, not only her milestone moments.
The festive push arrives as Heer by GIVA widens its portfolio around 9KT gold, lab-grown diamonds and made-to-order jewellery. Two new collections anchor the offer:
- Timeless Polki: Polki jewellery in 14KT gold.
- Vivid Gemstone: gemstone designs in 9KT and 14KT gold.
The two ranges signal a dual strategy: Polki for traditional-heavy occasions and gemstones for lighter, more frequent wear.
What the film says and how
The film uses a family setting to show a woman planning festive gifts for the people she loves and, this time, adding herself to the list. It does not replace gifting; it broadens it. The tagline “Sabke liye, aur thoda apne liye” carries that idea, and the report frames it as a direct appeal to women who usually put themselves last during Diwali planning.
The film’s argument is simple: festive planning usually includes gifts for family, but a woman’s own name rarely appears. Heer by GIVA flips that by making self-selection a small, legitimate part of the ritual. Both collections are positioned for occasion-led and everyday wear, combining traditional jewellery forms with contemporary designs, so the self-gifting message has a product story behind it.
The response so far
The source does not report early view counts, sales figures or social sentiment. What it emphasises is the cultural timing: the film taps self-gifting among women this Diwali, making festive self-love a shareable conversation.
The category context
Indian jewellery advertising has long leaned on gifting, family relationships and milestone moments. Heer by GIVA is pushing toward self-purchase, supported by its focus on 9KT gold, lab-grown diamonds and made-to-order jewellery. The chief brand officer points to today’s woman redefining how she wears jewellery, choosing pieces that reflect her individuality, aspirations and everyday life. By anchoring the campaign in that shift, the brand treats the woman as the buyer and not only the recipient.
What to watch next
The open question is whether the idea lasts beyond the Diwali window. GIVA is expanding its made-to-order offer and everyday-wear positioning, so the next test is whether “a little for yourself” becomes a year-round platform rather than a festive one-off.
Watch the original: GIVA on YouTube
Source: Afaqs!
