Built on deep consumer insight, the campaign reflects every girl’s dream of becoming the bride of her dreams, and shows Indriya stepping in as her trusted ally for the occasion
Mumbai: Indriya, the jewellery brand from the Aditya Birla Group, has launched its new bridal campaign featuring brand ambassador Aditi Rao Hydari. The brand’s message is that it wants to be a true partner in every bride’s journey and enable her to become the bride she has always imagined herself to be. The campaign is being amplified across OOH, digital, print and connected TV.
Shaped by years of dreams, cultural influences, and personal aspirations, a bride envisions every moment and detail of her celebration—long before the wedding day arrives. Indriya’s bridal jewellery collection with handcrafted designs brings this vision to life, empowering her to express her individuality and truly become the bride of her dreams.
At the heart of the brand’s new collection is the Saptapadma, a signature bridal necklace inspired by the seven sacred vows of marriage and the lotus, a symbol of purity and new beginnings. Crafted in 22Kt yellow gold, it features layered lotus petals, each delicately embossed with one of the seven vows.
A beautifully crafted launch film brings the campaign to life, set in the precious moments just before the wedding ceremony. Intriguing at first, the vibrant plotline delivers a powerful and contemporary point of view of a modern bride, beautifully rooted in the brand’s core idea of ‘Dil Abhi Bhara Nahin’. Crucially, the bride’s ‘inner circle,’ her closest family who have known her dream and see it almost as vividly as she does, are integral to the story, making it very relatable in the bridal context.
Commenting on the campaign, Sandeep Kohli, CEO, Indriya, said, “This bridal campaign brings alive the deeply held belief that every bride envisions herself long before her wedding day arrives. At Indriya, our commitment is to walk alongside her on that journey, partnering with her as she brings her bridal dream to life. Whether she seeks contemporary elegance, designs rooted in cultural heritage, or jewellery that reflects her personal story, Indriya remains committed to offering an unparalleled assortment of exquisitely crafted designs for every kind of bridal vision, and to being the jeweller of choice for India.”
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, added, “Indriya intends to be the destination for bridal jewellery, and this campaign has been crafted with that vision at its core. Built on deep consumer insight, it reflects every girl’s dream of becoming the bride she has always imagined. Indriya steps in as her trusted ally on this milestone occasion, offering an exquisite bridal collection. The campaign tells a soulful story of a bride who pauses to savour her look when she is finally ready, feeling her most beautiful and radiant, even as the world waits for her to show up for the wedding. It celebrates a bride’s profound love for her bridal jewellery in a meaningful, intimate way that hasn’t been explored before, and that is what draws you in.”
Abhishek Rastogi, Head of Design, Indriya, said, “Indriya’s bridal collection is crafted for brides who value artistry that seamlessly blends India’s cultural richness with contemporary elegance. Each piece reflects our commitment to preserving heritage while embracing modern sensibilities. From region-inspired masterpieces, anchored in hyperlocal design references, every creation is born from meticulous craftsmanship and intricate kaarigari—hallmarks of Indriya’s legacy. Among our signature designs is Saptapadma, an extraordinary necklace inspired by the lotus and the seven sacred vows of marriage. Featured in our campaign film and worn by Aditi Rao Hydari, it captures the sacred essence of a bride’s journey. Through thoughtful detailing and deep cultural inspiration, we’ve crafted jewellery that embodies not just beauty, but the heritage, emotion, and timeless spirit of India.”
Notably, Indriya recently introduced a nationwide bridal campaign that re-imagines India’s cultural heritage through regionally-inspired jewellery design.
Launched in July 2024, Indriya is now on an expansion spree with stores across the country in locations such as Mumbai, Delhi, Indore, Jaipur, Ahmedabad, Pune, Surat, Hyderabad, Lucknow, Vijayawada, Patna, Agra, Prayagraj, Noida, Bhubaneshwar, Jodhpur, Kanpur, Chatrapati Sambhajinagar and Bengaluru.
Retail Jeweller India News
