Giva has rolled out a campaign, 'Ties of Love' featuring actor Anushka Sharma, ahead of Raksha Bandhan.

Conceptualised in-house, the campaign consists of an ad film.

The film features Sharma tying a rakhi not on a traditional sibling, but on her pet dog. After lovingly tying the rakhi, she jokingly complains that he won’t even get her a gift in return. Just then, the dog starts barking and leads her to a surprise: a Giva box containing her gift.

What we think about it: A sweet subversion of tradition with Anushka Sharma and her furry sibling, adding a fresh emotional layer to gifting. While the sentiment is charming, the execution feels more like a branded skit than a standout festive spot.

Resha Jain, chief brand officer, Giva, said, “Jewellery has always marked life’s most meaningful moments. With this campaign, we’re encouraging people to see Rakhi gifting not as a ritual bound by tradition, but as a chance to celebrate our siblings, friends, or even pets, who make us feel protected and loved. We’re seeing a clear shift in gifting trends: a box of sweets is savoured and forgotten, a card gets tucked away, but a piece of jewellery becomes part of your everyday, part of who you are. That’s the power of a meaningful gift.”