Indriya new diamond campaign celebrates timeless love with Neha Sharma  

The film explores the deep emotional connection with jewellery and celebrates exceptional craftsmanship. With over 90K Instagram followers and growing brand presence, Indriya continues to carve its niche in the premium jewellery market

Mumbai: Indriya, a premium brand from Aditya Birla Jewellery, has launched a captivating new campaign for its Indriya Diamond Collection, celebrating the eternal bond between a woman and her jewellery. The campaign, designed to evoke deep emotions, explores the profound, irresistible connection a woman has with her diamonds, symbolizing a timeless love affair. 

The campaign’s film features a poetic and evocative narrative in which a woman shares an intimate conversation with her diamonds and the craftsman who brings them to life. This enchanting exchange highlights the powerful allure of diamonds, expressing the emotional pull they exert on a woman’s heart. The sparkling collection, which includes necklaces, earrings, bracelets, and rings, dazzles with its radiant facets, compelling the woman to marvel at the beauty and rarity of her new treasures.  
 
The campaign film casts popular Bollywood actor, Neha Sharma as she adorns Indriya Jewellery. Considering the fact that the brand has come into existence for less than a year, accumulating over 90k followers on Instagram is a notably feat. The production quality in the campaign and the one preceding it, which casted Aditi Roa Hydari, effortlessly fits itself among the major chain store retail players. 

Each Indriya diamond aims to uphold the brand’s claims to exceptional craftsmanship, with each piece meticulously crafted by skilled artisans. The campaign offers a glimpse into the intricate process of transforming raw diamonds into exquisite jewellery, showcasing the dedication and passion that goes into every creation. 

Shantiswarup Panda, Chief Marketing Officer of Indriya, shared, “The campaign highlights the unique facets and sparkle of our diamonds, which captivate a woman’s heart endlessly. It tells a compelling story of a woman and her diamonds, capturing the essence of Indriya’s diamonds, which are expertly selected, cut, polished, and set to deliver a sparkle that resonates deeply.” 

Tanuja Bhat and Komal Bedi Sohal, Senior Executive Creative Directors and Creative Heads at Ogilvy West, added, “A real diamond is much like love—rare, timeless, and worth the wait. With Indriya, we aimed to capture the endless love between a woman and her jewellery, and between the woman and the artisans who craft each piece. The campaign is a tribute to the shared love of the diamonds—one that lasts forever.” 
 
Indriya’s new campaign not only celebrates the enchanting beauty of diamonds but also underscores the deep emotional connection between the wearer and her cherished jewellery. 
 
The Retail Jeweller India News