Heer by GIVA puts gold on the clock with ‘9KT in 9 seconds’

BENGALURU: Bengaluru’s streets have a new countdown. Heer by GIVA, the newly launched gold and lab-grown diamond brand from GIVA, has rolled out a striking out-of-home campaign that quite literally stops people in their tracks. 

Launched on December 29, ‘9KT in 9 seconds’ centres on a large-format billboard near Nexus Koramangala Mall, featuring a clock-style timer that lights up every nine seconds. The visual hook is simple but sharp: that charged pause before a decision, a feeling, a moment. Heer uses it to make its pitch for 9KT gold — lighter, more accessible and designed for everyday wear rather than locked-away occasions. 

The campaign reframes gold as modern, expressive and easy to live with, moving decisively away from the weight and formality that have long defined jewellery advertising in India. By taking the idea to the street, Heer is betting on physical disruption over polite persuasion. 

Chief brand officer of GIVA, Resha Jain, says the campaign is about changing how a new generation relates to gold. ‘9KT in 9 seconds’ is our way of reintroducing gold as something lighter and more expressive, rooted in everyday moments. This is jewellery that fits real lives, without losing emotional meaning.” 

The outdoor activation is being amplified across digital platforms with fast-paced, educational and storytelling-led content around the 9KT collection. A mix of micro and macro influencers is carrying the narrative forward, using relatable formats that echo the campaign’s youthful energy. 

The push follows Heer by GIVA’s debut #AmiHeer campaign during the festive season and marks its second major brand statement in quick succession. The strategy is clear: influencer-first, community-led and unapologetically contemporary. 

In a category steeped in tradition, Heer by GIVA is choosing speed, visibility and emotion. Gold, it suggests, no longer waits.