Indriya, the diamond jewellery brand from Aditya Birla Jewellery, has launched its latest campaign for the Indriya Diamond Collection, created by Ogilvy India. This new initiative explores the timeless and irresistible connection between a woman and her jewellery, encapsulating a love affair as eternal as the diamonds themselves.
Inspired by the unmatched allure of diamonds, the campaign features a poetic narrative that brings to life the emotional bond between a woman, her diamonds, and the artisans who craft them. The film unfolds as a heartfelt conversation, where a woman expresses her admiration for the beauty and brilliance of her jewellery. It is a dialogue filled with evocative, poetic lines, reflecting how diamonds enchant, captivate, and become an inseparable part of her life.
The visuals showcase dazzling necklaces, earrings, bracelets, and rings that embody sophistication and elegance. Each piece becomes a symbol of the enchanting spell diamonds cast with their sparkle and brilliance, leaving women wondering how they ever lived without them.
Shantiswarup Panda, CMO, 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, Sr ECDs & Creative Heads, Beauty & Luxury Collective, Ogilvy West, said: “A real diamond has a very unique quality – just like love, one has to wait for it for ages. Just like love, it can create sparks and sparkles that will stay with you forever. Indriya being a brand about the endless love a woman’s heart holds for jewellery, we decided to use this beautiful insight to craft the campaign. It captures the love the wearer has for the finished piece and the love the Kaarigar puts in each facet of every diamond. It is the story of two hearts beating with endless love for Indriya Diamonds.”
The campaign will be launched across multiple platforms, including connected TV, digital, and social media. To experience the magic of Indriya diamonds, visit www.indriya.com or your nearest Indriya store, now open in Ahmedabad, Delhi, Indore, Jaipur, Mumbai, Pune and Surat.
- Credits
Agency – Ogilvy India
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 Directors & Creative Heads, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat & Komal Bedi Sohal
Creative Team: Siddhesh Telang, Vedashree Khambete Sharma, Rohit Kasar, Neelam Lakhani, Chinmay Sawant
Account Management Team: Kalyani Srivastava, Pooja Selvaraj, Mohit Patti, Freea Bhikhaji, Shubhangi Mokashi, Jugal Vyas
Brand Strategy Team: Samhita Chaudhuri, Namita Gupta
Production House – Good Morning Films
Director: Anvitaa Dutt
Executive Producers: Shashanka Chaturvedi, Vikram Kalra and Robin DCruz
Producers: Tavishi Gawri & Karishma Sahi
Client – Team Indriya
Shantiswarup Panda – CMO – Head Marketing
Aditi Maliwar – General Manager – Brand Marketing
Miloni Dutia – Sr. Manager – Brand Marketing
Viriezo Vizo – Manager Brand Marketing
Pooja Thakrar – Content and Imagery strategist
Vithika Babel – Content and Imagery strategist
Aditya Morvekar – Sr. Executive – Logistics
Vaibhav Maurya – Sr. Executive – Imagery
The campaign also highlights Indriya’s impeccable craftsmanship, celebrating the dedication and passion of skilled artisans who transform raw diamonds into masterpieces. The film offers glimpses of the meticulous artistry and attention to detail involved in creating these exquisite pieces, making every Indriya diamond a testament to enduring love and unmatched quality.
This campaign not only pays homage to the timeless allure of diamonds but also reaffirms Indriya’s commitment to crafting jewellery that resonates with the deepest emotions of its wearers.
