GIVA has launched its new Diwali campaign, ‘Pataka for Every Pataka’, featuring actor Shweta Tripathi. The campaign introduces the brand’s new Pataka Collection, a range of 925 silver jewellery inspired by the colours, sparkle and playful spirit of Diwali. Built around the idea that every woman deserves to shine in her own way, the campaign combines festive nostalgia with contemporary jewellery designs and a light-hearted take on familiar cultural references.
The campaign film opens with the familiar image of a heroine printed on a firecracker packet before turning the idea around with the question, “Why not heroine pe pataka?” Tripathi leads the film with her signature wit and Hinglish delivery, introducing pieces from the collection through playful wordplay. From Pataka earrings that bring the festive spirit to life without the noise to an anaar-inspired design and a rocket pendant, the film uses humour to connect traditional Diwali imagery with modern jewellery.
The Pataka Collection reimagines firecrackers such as rockets, chakris, anaar and sutli bombs as jewellery designs, alongside festive favourites including gujiya, kaju katli and rangoli. The range includes earrings, pendants, rings, necklaces and bracelets in gold-toned and rose-gold-toned finishes, with plique enamel detailing adding colour and shine. Through these designs, GIVA aims to offer consumers a way to carry the spirit of Diwali beyond the festive season.
The campaign’s central message, “Har pataka deserves a pataka”, celebrates individuality and encourages women to embrace their own personalities. The film also reinforces the thought that this Diwali, “pataka shor nahi, shine karenge”, positioning the collection as a playful expression of festive style, confidence and self-expression.
The campaign will roll out through a 360-degree marketing approach spanning digital and social media, influencer-led content and brand communication. Creator collaborations will extend the campaign idea beyond the film, encouraging audiences to celebrate their own ‘pataka’ personalities through relatable and shareable content. With the initiative, GIVA aims to build awareness for the Pataka Collection and position it as a distinctive option for Diwali gifting and festive self-expression.