Mumbai: Indriya, the premium jewellery brand from Aditya Birla Group, has unveiled its festive collection, ‘Alka’, through a soulful music video featuring a recreated legendary song, “Dil Abhi Bhara Nahin”. The campaign stars Aditi Rao Hydari and Siddharth Suryanarayan, coming together for the first time in a music video that showcases their real-life chemistry while narrating a story of modern romance and intimate festive moments.
Conceptualised by Ogilvy India, composed by Sneha Khanwalkar, and directed with lyrics by Anvita Dutt, the film celebrates bonding, personal connections, and the joy of sharing special moments with loved ones. The Alka collection draws inspiration from Kubera, the God of Wealth, and features opulent gold, diamond, and polki jewellery, including necklaces, earrings, and bangles — crafted to embody grace, prosperity, and festive elegance.
Sandeep Kohli, CEO, Indriya, said, “We see jewellery as a powerful symbol of the bonds that truly matter. This campaign is our ode to the quiet, personal moments that make the festive season so special—the ones you share with the people who are closest to your heart. Aditi and Siddharth’s real-life chemistry brought this narrative to life beautifully, showing that true luxury isn’t in grand displays, but in the small, heartfelt connections we cherish.”
Shantiswarup Panda, CMO, Indriya, added, “Indriya’s exquisitely designed festive collection, ‘Alka’, is inspired by the beauty and bountifulness of Alkapuri, the mythical abode of Kubera the God of wealth. This collection embodies the warmth & prosperity of the festive season, along with the deep longing for those closest to our hearts. Our campaign beautifully brings out this endless love through a story featuring Aditi Rao and Siddharth Suryanarayan stealing a moment amid festive celebrations. This festive season, Indriya unveils the full version of the soulful, reimagined rendition of the classic song, Dil Abhi Bhara Nahi, offering a fresh, emotional ode to the endless love the brand celebrates.”
Tanuja Bhat, Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West, said, “For a brand like Indriya that stands for endless love for her jewellery, we wanted to carve out a new, intimate space within the festive narrative. The film captures a sweet story of Aditi stealing a special moment with Siddharth during a Diwali party, using an Indriya ring, creating her own ‘us’ within the ‘we’.”
With 29 stores across 15 cities, Indriya continues to expand its footprint, offering over 20,000 designs in gold, polki, and diamond for everyday wear, special celebrations, and bridal jewellery. The Alka collection reinforces Indriya’s philosophy of celebrating a woman’s love for jewellery through craftsmanship, intricate designs, and timeless festive stories.
