Brands
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.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
