The video frames the new collection against a festive backdrop, using the song as a narrative anchor, with actors Aditi Rao Hydari and Siddharth Suryanarayan presenting the jewellery
Mumbai: Indriya from the Aditya Birla Group has launched its festive jewellery line, ‘Alka’, through a music video built around the recreated Bollywood classic, ‘Dil Abhi Bhara Nahin’. The campaign features actors Aditi Rao Hydari and Siddharth Suryanarayan, appearing together on screen for the first time in a music format.
Speaking on the campaign, Sandeep Kohli, CEO, Indriya, said, “We see jewellery as a powerful symbol of the bonds that truly matter. This campaign is our ode to the quiet, personal moments that make the festive season so special—the ones you share with the people who are closest to your heart. Aditi and Siddharth’s real-life chemistry brought this narrative to life beautifully, showing that true luxury isn’t in grand displays, but in the small, heartfelt connections we cherish.”
The video frames the new collection against a festive backdrop, using the song as a narrative anchor. The visual storytelling highlights jewellery as part of moments of celebration, with Hydari and Siddharth presenting the designs through a contemporary interpretation of traditional motifs.
Shantiswarup Panda, CMO, Indriya, added, “Indriya’s exquisitely designed festive collection, ‘Alka’, is inspired by the beauty and bountifulness of Alkapuri, the mythical abode of Kubera, the God of wealth. This collection embodies the warmth and prosperity of the festive season, along with the deep longing for those closest to our hearts. Our campaign beautifully brings out this endless love through a story featuring Aditi Rao and Siddharth Suryanarayan, stealing a moment amid festive celebrations. This festive season, Indriya unveils the full version of the soulful, reimagined rendition of the classic song, ‘Dil Abhi Bhara Nahi’, offering a fresh, emotional ode to the endless love the brand celebrates.”
The ‘Alka’ collection draws inspiration from the mythical city of Kubera, symbolizing wealth and prosperity. It showcases necklaces, earrings and bangles in gold, diamonds and polki. Design elements echo ancient motifs such as blooming lotuses, swans and peacocks, aiming to capture enduring symbols of festivity and abundance.
The campaign positions Indriya’s festive line as an integral part of seasonal celebrations, combining music, film and design into a single story.
With 29 stores in 15 cities, Indriya continues to grow its presence across India and captivate consumers with expert craftsmanship and intricate designs, each crafted with endless love.
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