They did not beat the gold brands. They built a different category.

Built from the QuickAds ad library and public sources including brand reporting, published FY25 financials and campaign data from October 2025 to April 2026. Spend figures are inferred from public signals, not confirmed by GIVA. Every number on this page is an observed benchmark from the ad set described above. None of it is a projection, and none of it is a performance QuickAds is promising your account.

• How does GIVA advertise?

  Question 01 of six

  Video Reels carry more than half of active creative, lifestyle and humour-led, with around 40% in catalogue and retargeting. Brand video opens the funnel and catalogue closes it, sequenced rather than run in parallel. From the QuickAds GIVA case study.

• Why did a silver-first jewellery brand work in India?

  Question 02 of six

  Because it created a separate category rather than competing with gold brands on their terms. Accessible price points turn jewellery into a repeatable purchase, and 38% of revenue now comes from repeat customers. From the QuickAds GIVA case study.

• What is self-gifting in jewellery marketing?

  Question 03 of six

  Advertising to the woman buying for herself rather than to someone buying a gift. Indian jewellery advertising is built around gifting and ceremony, which left the self-purchase occasion almost entirely unbid. From the QuickAds GIVA case study.

• Does humour work in jewellery advertising?

  Question 04 of six

  An anti-Valentine's campaign produced the longest-running Valentine's creative in the category. Running against the category's emotional register rather than with it is what produced the durability. From the QuickAds GIVA case study.

• How does opening physical stores change a brand's paid media?

  Question 05 of six

  Substantially. Going from zero stores in 2022 to 280 changes what the advertising has to do, and the report reads the creative against that shift rather than treating the account as static. From the QuickAds GIVA case study.

• What can another jewellery brand take from GIVA?

  Question 06 of six

  The occasion, not the product. Finding a purchase moment the category is not advertising against is more transferable than the silver range itself, and the report lists nine implementable moves. From the QuickAds GIVA case study.

They used paid media to create a purchase occasion the industry left on the table.

1. Find the purchase occasion your category is not bidding on, then advertise to it directly.
2. Sequence brand video into catalogue retargeting rather than running both flat.
3. Price for repeat purchase, then measure the repeat rate rather than the first order.
4. Test running against the category's emotional register, not with it.
5. Re-read your creative whenever the retail footprint changes. The job changes with it.