Bengaluru-based fine jewellery brand GIVA has onboarded actor Kriti Sanon as a strategic investor and its new brand ambassador.
The startup recently launched the "Style, Sealed in Silver" campaign, shifting the consumer focus from occasion-led gold to everyday silver wear.
By integrating a celebrity directly into its cap table, GIVA effectively lowers its Customer Acquisition Cost (CAC) while building deep, authentic brand trust.
The move highlights a broader D2C trend where celebrities are exchanging standard transactional endorsement fees for long-term equity in high-growth startups.
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