Mumbai: Indriya, Aditya Birla Jewellery, has launched its Indriya Diamond Collection through a new campaign that portrays a timeless love affair. The campaign delves into the deep, unbreakable connection a woman has with her jewellery, particularly diamonds. Inspired by the eternal allure of diamonds, the campaign presents a beautifully evocative film that explores the emotional dialogue between a woman, her diamonds, and the craftsman. The film captures how the sparkle of the diamonds captivates her heart, leaving her wondering how she ever lived without them.
The narrative features a conversation in which the woman speaks to the diamonds, and the diamonds, in turn, respond—capturing the enchantment they bring to her life. Set against the backdrop of dazzling diamond necklaces, earrings, bracelets, and rings, the film highlights the million shimmering facets of Indriya’s craftsmanship, symbolizing a love that lasts forever.
In addition to showcasing the timeless nature of diamonds, the campaign also celebrates Indriya’s meticulous craftsmanship. Each Indriya diamond is carefully selected, cut, polished, and set with immense passion and love by skilled artisans, ensuring the highest level of artistry and excellence in every piece.
Commenting on the campaign, Shantiswarup Panda, CMO of Indriya, said, “The new campaign on Indriya Diamonds presents the aspect of our diamonds’ Facets and Sparkle, which make a woman fall in love with them endlessly. The campaign story is an engaging conversation between a woman and the diamonds, which at Indriya are selected, cut, polished, graded, and set to give them a sparkle that would make her heart hum, ‘Dil abhi bhara nahi…’”
Tanuja Bhat & Komal Bedi Sohal, Senior ECDs & Creative Heads, Beauty & Luxury Collective at Ogilvy West, added, “A real diamond, like love, is something that you wait for, and once you have it, its sparkle stays with you forever. With this campaign, we wanted to highlight the endless love that both the woman and the craftsman have for each piece of jewellery. It’s a celebration of two hearts—one that wears and one that creates—beating in unison for Indriya Diamonds.”
The campaign will be rolled out across multiple platforms, including connected TV, digital media, and social channels. To experience the allure of Indriya Diamonds, visit www.indriya.com or one of the Indriya stores in Ahmedabad, Delhi, Indore, Jaipur, Mumbai, Pune, and Surat.
