boAt and GIVA celebrate women’s individuality with ‘Wear Your Charm’ campaign

Consumer electronics brand boAt has partnered with jewellery brand GIVA to launch a new campaign celebrating women who embrace their individuality while navigating everyday challenges.

Titled “Wear Your Charm,” the campaign highlights stories of women from diverse professions who balance demanding careers and personal lives while expressing their unique personalities. The initiative features personalities including Chetna Pande, Bhavika Sharma, Sanjana Ganesan, Aisha Ahmed and Cipia Artul, each representing different journeys and experiences.

At the centre of the campaign is the boAt Chrome Ivory smartwatch, designed in collaboration with GIVA and paired with an elegant pure silver charm crafted by the jewellery brand. The brands say the product is intended to blend technology with personal style, positioning the smartwatch not just as a gadget but as a wearable accessory that reflects individuality.

The campaign films showcase the featured women navigating the chaos and pressures of their professions while remaining confident and authentic. Through these narratives, the campaign highlights the idea that charm lies not only in what one wears but also in the confidence one carries.

A spokesperson from boAt said the collaboration was aimed at creating a product that women would enjoy wearing as part of their everyday style. “Charm is not just about what you wear; it is also about the confidence you bring to it. By combining boAt’s technology with GIVA’s thoughtful design and understanding of what women love, we wanted Chrome Ivory to become something women genuinely enjoy wearing every day,” the spokesperson said.

Resha Jain, Chief Brand Officer at GIVA, said the partnership allowed jewellery design to merge with wearable technology. “At GIVA, jewellery has always been about storytelling and self-expression. With ‘Wear Your Charm’, we celebrate the idea that every woman carries her own individuality and charm. The addition of a 925 silver charm transforms Chrome Ivory into a more personal accessory that can be worn daily or gifted with meaning,” she said.

The Chrome Ivory smartwatch combines a bright AMOLED display with features such as health tracking, wellness monitoring and everyday smart functions. According to the companies, the design aims to balance style, functionality and practicality for modern lifestyles.

The smartwatch is available in three colour options and four variants featuring silicone and metallic straps. It can be purchased through major e-commerce platforms, including Amazon and Flipkart, as well as through boAt’s official website and select retail outlets across India.