Indriya, Aditya Birla Jewellery’s premium brand, has introduced its first-ever bridal collection in a captivating campaign set against the grandeur of Shiv Niwas Palace in Udaipur. Featuring celebrated actors Aditi Rao Hydari and Shaheer Sheikh, the campaign narrates a heartfelt tale of love—not just between a bride and her groom but also with Indriya’s exquisite bridal jewelry.
The film beautifully captures the enduring relationship between a bride and her jewelry, with each design symbolizing elegance, heritage, and emotional significance. Against the opulent backdrop of royal Udaipur, the collection showcases intricately crafted pieces that blend tradition with contemporary artistry, marking a significant milestone for Indriya’s journey in redefining bridal elegance.
“This campaign reflects the profound, emotional journey that every bride takes with her wedding jewelry. The deep relationship between a bride and her jewelry 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 jewelry that will be a part of a bride’s story for a lifetime,” said Shantiswarup Panda, CMO, Indriya.
The bridal collection showcases breathtaking designs that seamlessly merge traditional craftsmanship with modern sophistication. Aditi Rao Hydari dazzles in an extraordinary mint-green Russian emerald and pink tourmaline necklace, beautifully paired with a striking magenta-toned polki necklace. Her look is further elevated by a unique Sheeshphool-Mathapatti adorned with rare sugarloaf pink tourmalines, complemented by exquisite bridal accessories, including intricately designed haathphool, statement rings, and a regal nath.
Shaheer Sheikh perfectly complements her majestic ensemble with a striking scarlet-hued mala, a Victorian-inspired layered polki necklace, and elaborate accessories such as the sarpech and bajuband. Every detail, from the intricate Sheeshphool to the delicate Chand-Tara motifs adorning the bajuband, is a testament to Indriya’s exquisite artistry and unmatched craftsmanship.
“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.” added Tanuja Bhat & Komal Bedi Sohal, Senior ECDs & Creative Heads, Beauty & Luxury Collective, Ogilvy West.
- Credits List
- 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
- FOR PRINT:
- Agency – Ogilvy India
- FOR SOCIAL MEDIA:
- 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, Rohit Kasar, Neelam Lakhani, Chinmay Sawant
- Associate President: Kalyani Srivastava
- Account Management Team: Pooja Selvaraj, Shoaib Alim, Freea Bhikhaji, Shubhangi Mokashi, Jugal Vyas, Esra Janjua
- Brand Strategy Team: Samhita Chaudhuri, Namita Gupta
- Production House – Good Morning Films
- Director: Shashanka Chaturvedi
- Executive Producers: Robin D’Cruz, Vikram Kalra
- Producer: Sheetal Jain
- Cinematographer: Tassaduq Hussain
- Production Design: Manisha Khandelwal
- Main Cast: Aditi Rao Hydari, Shaheer Sheikh
- Aditi Rao Hydari’s Entourage:
- Celebrity Management: Vinita Bangard, Krossover Entertainment
- Artist Manager: Sandhya Ramachandran
- Stylist: Priyanka Kapadia
- Make Up Artist: Sandhya Shekar
- Hair Stylist: Yianni Tsapatori
- Stills: Tarun Vishwa
- Produced by Tript Dhawan, Glitz