Mumbai: Indriya, Aditya Birla Jewellery, has launched its latest brand campaign, ‘Sparkle Like No Other’, placing the spotlight on exceptional diamond brilliance through what the company describes as an industry-first benchmark for diamond selection in India.
Built around the idea that sparkle remains one of the most visible indicators of diamond quality, the campaign highlights Indriya’s diamond selection standards that assess how effectively a diamond reflects, refracts and returns light to create brilliance, fire and scintillation. According to the brand, only one out of every five natural diamonds evaluated meets these selection criteria.
Conceptualised by Ogilvy, the campaign is led by a brand film featuring actor Aditi Rao Hydari, portraying a moment of understated elegance where the reveal of sparkling diamonds naturally becomes the centre of attention.
Set within a sophisticated social setting, the film follows Hydari as she enters a gathering and subtly unveils her jewellery, drawing attention through the visible brilliance of the diamonds rather than overt display. Through the visual narrative, the campaign seeks to demonstrate how superior sparkle can become an immediate marker of quality and distinction.
The campaign’s storytelling is further elevated through an original composition by Mikey McCleary, inspired by Indriya’s signature line, “Dil Abhi Bhara Nahin…”. Reimagined with a contemporary soundscape, the soundtrack reflects the lingering fascination and emotional pull associated with exceptional diamond sparkle.
Speaking about the campaign, Shantiswarup Panda, Head of Marketing and Visual Merchandising, Indriya, said, “The diamond category has traditionally communicated quality through technical parameters that consumers often trust but cannot easily visualise. With ‘Sparkle Like No Other’, we wanted to bridge that gap by turning a technical product truth into a powerful consumer story. Sparkle is one of the first things people notice about a diamond, yet it has rarely been placed at the centre of the conversation. This campaign reframes sparkle not just as an aesthetic attribute, but as a visible expression of quality. Through the film, the music, our in-store experiences, and the SparkleScope we are creating a connected brand experience that allows consumers to see, feel, and understand the difference for themselves.”
Commenting on the creative approach, Tanuja Bhatt, Sr. Executive Creative Director & Creative Head – Beauty & Luxury (West), Ogilvy India, added, “Indriya Diamonds come with a unique facet – they are the most sparkling diamonds in the category. So our creative anchor was simple: unmatched sparkle. The film is designed to showcase the superior, hand-picked quality of Indriya Diamonds, bound to captivate every eye that gets a glimpse and every heart that loves diamonds.”
The campaign also aligns with broader trends in India’s diamond market. While India remains central to the global diamond ecosystem—with over 90% of the world’s diamonds cut and polished across hubs such as Surat and Mumbai—diamond jewellery penetration remains below 15%, creating opportunities for brands to simplify and strengthen consumer understanding of quality.
Indriya’s approach aims to move beyond conventional grading systems by focusing on real-world visual performance and helping consumers evaluate sparkle more intuitively through transparency and experience-led engagement.
The campaign is being rolled out through an integrated 360-degree media strategy spanning digital, in-store experiences and consumer engagement initiatives, reinforcing Indriya’s positioning as a modern jewellery destination across everyday, festive and wedding categories.
Brand Film Credits:
- Starring Aditi Rao Hydari
- Production House : Good Morning Films
- Creative Agency: Ogilvy
- Executive Producer : Vikram Kalra, Robin D’Cruz
- Producer : Sheetal Jain
- Director : Shashanka Chaturvedi
- DOP : Tassaduq Hussain
Indriya Team
- Head of Marketing: Shantiswarup Panda
- General Manager Marketing – Brand Content & Communication: Aditi Maliwar
- Deputy General Manager Marketing – Brand Communication: Miloni Dutia
- Senior Manager Marketing – Product Communication: Anupama Aggarwal
- Manager Marketing – Brand Communication: Ketaki Kane
- Content Strategist: Neha Prasad
- Content Strategist: Medini Ghag
- Assistant Manager Marketing – Image Correction: Vaibhav Maurya
- Content Strategist: Pooja Thakrar
- Deputy General Manager Marketing – Retail Marketing: Viriezo Vizo
- Assistant Manager Marketing – Retail (West & South): Deep Harlalka
- Assistant Manager Marketing – Retail (North & East): Dhruv Kataria
- Assistant Manager Marketing: Sanjog Morvekar
- Assistant Manager Marketing – Logistics: Aditya Morvekar
Ogilvy Team
- Chief Creative Officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
- Executive Chairperson: Hephzibah Pathak
- Chief Strategy Officer: Prem Narayan
- President and Head of Office, Mumbai & Kolkata: Hirol Gandhi
- Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat
- Creative Team: Siddhesh Telang, Aditi Khokhani, Neelam Lakhani, Imran Shaikh, Vartika Singh, Chinmay Sawant, Sharvari Sawant
- Account Management Team: Amritarupa Banerjee, Pooja Selvaraj, Sankalp Sawant, Sakshi Nair, Keertesh Sanghvi
- Brand Strategy Team: Samhita Chaudhuri, Namita Gupta
