Heer by GIVA has launched a new campaign with actor Anushka Sharma. Heer is GIVA's gold and lab-grown diamond brand. Sharma recently joined as brand ambassador.
Gold Moves Beyond the Occasion
The campaign centres on 9KT gold. It treats gold as daily wear, not a milestone purchase. The film shows Sharma styling 9KT pieces across a week. Each day brings a different look. The thought behind it is simple: "Different Day. Different Gold. Every Day." This reflects a wider shift. Consumers now use gold to complement outfits and mark everyday moments. The 9KT collection is positioned squarely around that behaviour: everyday wear and accessibility
Accessibility Meets Desirability
Resha Jain, Chief Brand Officer, GIVA, said gold has long been tied to milestones and special occasions. Heer by GIVA wants it to fit how people live today.
9KT gold is the lever. It pairs the pull of gold with a more accessible, contemporary offer. It is jewellery to wear daily, style personally and fold into one's own story.
The Last Word
A celebrity face plus a lower-karat entry point is a clear formula for widening the gold buyer base. If it works, expect more jewellery brands to chase frequency of wear, not just festive and wedding demand.