Heer by GIVA has put Anushka Sharma at the centre of a campaign that tries to change when and how often people buy gold. The promise is not a single treasure piece but something you reach for all week.
The hook
The source doesn’t isolate the first three seconds, but the opening has a clear job: establish Sharma and the idea that gold is on a body, not in a box. It trades product macro for face and movement, which sets up the daily-wear argument before a word is said.
The structure of the film
The film is built around a week of looks. Sharma styles 9KT gold jewellery across different days and outfits, so the same product category becomes a repeatable decision rather than a single occasion. The campaign thought, “Different Day. Different Gold. Every Day.”, carries that rhythm.
“We want to make gold more relevant to the way people live today.”
That line, from Resha Jain, Chief Brand Officer at GIVA, is the strategic centre. The brand is not saying gold is cheap; it is saying gold can be lived in.
Why it spread
Three layers give the campaign reach:
- A recognisable face. Anushka Sharma brings instant familiarity and a personal-style association.
- An everyday hook. Styling-led content is easier for creators and shoppers to recreate than traditional jewellery imagery.
- Full-funnel timing. The film is being pushed across digital and social media, influencer collaborations and Heer by GIVA stores during the festive season.
The numbers
The source gives no view counts, reach figures or sales data. The campaign’s scale is described through its distribution: a festive push across digital, social, influencer and physical retail.
Steal this
- Reframe the occasional product as a routine. Show one item across several days, outfits or moments instead of a single hero occasion.
- Use a familiar face to normalise repeat use. The goal is not status; it is making daily wear feel natural.
- Build distribution into the creative. Pair the film with creators and store-level pushes so one asset works across the entire season.
The bigger lesson: accessibility is not only a price point. Heer by GIVA is repositioning gold as everyday self-expression and using a familiar face to make that new habit feel normal.
Watch the original: GIVA on YouTube
Source: Afaqs!
