Heer by GIVA, the new fine jewellery brand from GIVA, has taken its online marketing into the real world with a special campaign in Mumbai. The company has put custom-branded cabs on the roads to connect with more people and promote its jewellery across different channels.
This offline campaign is an extension of GIVA digital series called the “Proposal Series,” which features actress Anushka Sharma as the brand ambassador. By going beyond online videos, the company wants to create direct connections with people in busy city areas.
Creating Curiosity
The three-day campaign uses a special vehicle with a big replica of a Heer ring box fixed on its roof. This vehicle works as a live marketing tool, catching people’s attention during busy travel hours on Mumbai’s main commercial roads.
To spread word-of-mouth publicity, the vehicle was designed in a way that first made commuters and people on the road think the brand ambassador was inside. This smart setup created curiosity, and later it was revealed as a creative display for Heer’s latest jewellery products.
Brand Positioning
The bigger marketing plan tries to make Heer stand out in the premium jewellery market by focusing on special life events instead of just product features. The campaign shares real proposal stories, showing fine gold and lab-grown diamond jewellery as an important part of today’s relationship milestones.
"Jewellery is never just about the piece; it's about the moment it represents. With this activation, we're taking the emotion behind our Proposal Series beyond digital screens and into everyday life, creating moments of surprise, curiosity and connection across Mumbai," Resha Jain, Chief Brand Officer at GIVA, stated regarding the strategic rollout of the offline activation.
The transition from digital-only customer acquisition to experiential outdoor advertising reflects a broader trend among digital-first Indian direct-to-consumer brands. As online customer acquisition costs continue to climb across major digital ad networks, consumer tech and lifestyle brands are increasingly deploying creative physical installations to capture consumer attention in tier-1 markets.
Long Term Strategy
GIVA is trying to strengthen its place in the fine jewellery market, which is quickly becoming more organized. With the Heer brand, the company wants to build a clear identity and attract young city buyers who prefer modern designs but also value traditional materials for important life events.
As the three-day trial ends, the company will study how people reacted locally to see if similar cab-based campaigns can work in other big cities. The main goal is to keep one clear brand story that mixes modern design with emotional storytelling, both online and on city streets.
About Company
Heer by GIVA is a fine jewellery brand launched by GIVA, which is already a big name in India’s organized jewellery market. Heer focuses on modern designs made with gold and lab-grown diamonds, mainly for weddings, proposals, and special gifts. GIVA, based in Bengaluru, runs both an online shopping platform and a fast-growing chain of physical stores across India.
