As the iconic structure came alive with moving projections of the brand’s gazelle motif and festive jewellery, the brand connected its jewellery designs with symbols of light and togetherness
Mumbai: Indriya from Aditya Birla Jewellery recently made the Bandra-Worli Sea Link come alive with moving projections of its gazelle motif and festive jewellery. The visual display captured the spirit of prosperity and renewal, transforming the iconic structure into a glowing celebration of the festive season.
The lighting activation marked a key moment in Indriya’s festive campaign, which seeks to reinterpret traditional celebrations through modern experiences. By lighting up one of Mumbai’s most recognizable landmarks, the brand connected its jewellery designs with symbols of light and togetherness, extending the festive spirit beyond conventional retail spaces.
“Indriya as a new age jewellery retailer always brings in innovation whether it is in design, content, media or experience. This festive season, with Indriya’s Alka collection, we have looked at a few impact properties. Mumbai Sea Link is an iconic landmark representative of financial capital of India and an appropriate space for us to create buzz with our campaign this festive season,” said Shantiswarup Panda, Head of Marketing, Indriya.
The lighting activation accompanied the launch of Indriya’s festive collection, Alka, and followed the brand’s earlier campaign unveiled before Navratri, a reinterpretation of the song ‘Dil Abhi Bhara Nahin’, featuring actors Aditi Rao Hydari and Siddharth. Through such initiatives, Indriya continues to use cultural touchpoints to create emotional connections with audiences while positioning jewellery as part of celebrations.
With 28+ stores in 15 cities, Indriya continues to grow its presence across India. Its continued retail growth signals a focused effort to make its collections accessible to diverse markets nationwide.
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