GIVA launched its Diwali campaign, “Pataka for Every Pataka,” featuring actor Shweta Tripathi on October 26, 2026. The campaign introduces the brand’s Pataka Collection, a range of 925 silver jewellery inspired by traditional Diwali elements.

The campaign film uses the imagery of firecracker packaging to introduce its central message, positioning women as individuals who deserve to shine. Tripathi presents the collection through a mix of humour and Hinglish dialogue, with references to jewellery inspired by firecrackers.

The collection reinterprets rockets, chakris, anaar and sutli bombs, alongside festive elements such as gujiya, kaju katli and rangoli, as jewellery designs. It includes earrings, pendants, rings, necklaces and bracelets in gold-toned and rose-gold-toned finishes, featuring plique enamel detailing.

The campaign’s messaging centres on the idea of celebrating individuality during Diwali, with the line “Har pataka deserves a pataka” serving as its closing message. The collection is positioned for festive gifting and self-expression.

GIVA plans to roll out the campaign through a 360-degree marketing programme spanning digital and social media, influencer-led content and brand communications. Creator collaborations will extend the campaign’s theme through content designed to encourage consumers to celebrate their individual personalities.

The campaign aims to build awareness of the Pataka Collection and support its positioning as a Diwali gifting option. The collection is available through GIVA’s online platform.