Indriya launches First-Ever Bridal Collection with star-studded campaign featuring Aditi Rao Hydari and Shaheer Sheikh

Udaipur: Indriya, Aditya Birla Jewellery, has unveiled its first-ever bridal collection through a stunning new campaign that exudes elegance and emotion. Shot at the iconic Shiv Niwas Palace in Udaipur, the campaign stars the enchanting Aditi Rao Hydari and the charming Shaheer Sheikh, bringing to life a bride’s love story with not only her groom but also with Indriya’s exquisite bridal jewellery. The film showcases the deep, everlasting bond between a woman and her jewellery, perfectly encapsulating the brand’s philosophy of “Endless Love.”

Set against the regal backdrop of the palace, the narrative of the campaign captures the profound emotional journey of a bride and the jewellery she chooses to wear on her special day. It emphasizes how each piece of Indriya jewellery finds its place in her heart, destined to be cherished for lifetimes. This collection marks a significant milestone for Indriya, combining traditional craftsmanship with modern elegance to create jewellery that symbolizes love, beauty, and timelessness.

Shantiswarup Panda, CMO of Indriya, shared, “This campaign reflects the profound, emotional journey that every bride takes with her wedding jewellery. The deep relationship between a bride and her jewellery lasts beyond the wedding day—it is a celebration of our brand position of Endless Love and devotion, captured in pieces that combine traditional craftsmanship and modern aesthetics. Indriya’s bridal line is designed to capture these special moments, creating jewellery that will be a part of a bride’s story for a lifetime.”

The bridal collection features awe-inspiring pieces, blending classic Indian craftsmanship with contemporary elegance. Aditi Rao Hydari is seen wearing a never-before-seen mint green Russian emerald and pink tourmaline necklace paired with a magenta-hued polki necklace. Her look is completed with a Sheeshphool-Mathapatti featuring rare sugarloaf pink tourmalines, along with opulent rings, haathphool, and a traditional nath. Shaheer Sheikh complements her stunning ensemble with a scarlet-hued mala, a Victorian-style layered polki necklace, and ornate accessories such as the sarpech and bajuband, showcasing Indriya’s meticulous artistry and craftsmanship.

The multimedia campaign, conceptualized by Ogilvy India, aims to celebrate the precious relationship between a bride and her bridal jewellery, a bond that is as timeless as her love for her life partner.

Tanuja Bhat and Komal Bedi Sohal, Senior ECDs & Creative Heads of Beauty & Luxury Collective at Ogilvy West, stated, “For every bride, a wedding is the beginning of many new relationships. But no one has spoken of her relationship with her bridal jewellery, which marks every part of her wedding rituals. This campaign shows us how this love is precious, beautiful, and endless, just like her love for her life partner.”

Indriya’s stores offer more than just a shopping experience—they provide a celebration of love. With intimate moments in the atelier or curated styling sessions with personal stylists, each visit is an enchanting journey, making it the perfect destination for the discerning bride-to-be.