India’s jewellery and lifestyle market continues to evolve rapidly as D2C brands India increasingly focus on personalization, premium gifting, and newer consumer segments. In one of the latest D2C industry news developments, GIVA has launched a new campaign titled “Men Want Gifts Too” as the brand strengthens its position within India’s growing men’s jewellery and gifting category.
The campaign marks another major step in GIVA’s omnichannel D2C strategy as the company expands conversations around men’s gifting, modern jewellery consumption, and accessible premium fashion. Actor Aditya Roy Kapoor has been introduced as the face of the brand’s Men’s Silver collection, helping GIVA further strengthen its positioning within India’s fast-growing D2C fashion and lifestyle ecosystem.
The campaign initially began as a social media-led consumer engagement initiative with the hashtag “#ChahiyeKyaLadkonko?” According to the company, the campaign generated strong traction online as users actively participated in conversations around gifting preferences for men. The response reflects larger D2C consumer behavior India trends, where younger audiences are increasingly embracing jewellery, self-expression, and premium lifestyle purchases beyond traditional gender norms.
Building on the strong engagement, GIVA extended the campaign into a brand film featuring Aditya Roy Kapoor. In the film, the actor highlights how men often see others receiving gifts while quietly wishing for similar gestures themselves. The story concludes with his partner gifting him a piece from GIVA’s men’s silver jewellery collection, reinforcing the emotional and aspirational positioning of the campaign.
“At GIVA, we have always believed that jewellery is for everyone,” said Ishendra Agarwal, Founder, GIVA. “For too long, men have stood on the sidelines of gifting culture. ‘Men Want Gifts Too’ is our way of saying: it’s your turn.”
The latest launch comes at a time when premium D2C brands India are aggressively expanding into adjacent lifestyle categories and underserved consumer segments. Across D2C market trends 2025, brands are increasingly building creator-led D2C brands, celebrity-backed D2C startups, and emotionally driven campaigns to deepen customer engagement and brand loyalty.
GIVA’s Men Silver collection includes chains, bracelets, rings, and kada designs targeted specifically toward male consumers. The products are crafted using 925 sterling silver and are priced starting from ₹799, allowing the brand to position itself within the accessible premium segment. The collection is available across GIVA’s website and retail stores throughout India, further strengthening its direct-to-consumer India and omnichannel retail presence.
The company’s latest campaign also reflects the broader premiumisation trend visible across India’s consumer economy. As Indian consumers increasingly shift toward modern gifting formats, lifestyle-led purchases, and self-expression products, jewellery brands are rapidly evolving beyond traditional occasions and demographics.
The rise of social commerce, influencer marketing for D2C, and digital-first storytelling is also enabling jewellery startups and lifestyle brands to connect more deeply with Gen Z and millennial audiences. GIVA’s campaign strategically taps into this shift by combining emotional storytelling, celebrity-led branding, and culturally relevant messaging.
Across D2C daily news and Indian D2C updates, the jewellery segment continues emerging as one of the fastest-growing D2C categories in India, driven by ecommerce adoption, premium gifting demand, omnichannel expansion, and changing consumer preferences.
As GIVA continues scaling across online and offline channels, the launch of its men’s silver campaign reinforces the company’s larger vision of building a modern, inclusive, and lifestyle-driven jewellery brand for India’s next generation of consumers.
