Rolled out across Pune, New Delhi, Hyderabad and Bhubaneswar, the campaign presents a unified bridal jewellery proposition that can travel across markets
Mumbai: Leading jewellery retailer Indriya has unveiled Eka Raaga, a multi-city campaign that brings together bridal traditions from different parts of India through immersive installations inspired by classical and folk dance forms. Rolled out across Pune, New Delhi, Hyderabad and Bhubaneswar, the campaign uses cultural story-telling to create a single narrative around bridal jewellery while reflecting the distinct identities of regional markets.
The campaign takes inspiration from dance forms such as Kathak, Odissi, Lavani and Kuchipudi. While each of these traditions belongs to a distinct cultural geography, the campaign presents them as part of a larger conversation around celebration, self-expression and bridal adornment.
An important component of the campaign is immersive installations across four major cities – at Phoenix Marketcity in Pune, Vegas Mall in Dwarka, New Delhi, Sarath City Capital Mall in Hyderabad and Nexus Esplanade Mall in Bhubaneswar. These installations form the backbone of the campaign, translating the concept into a physical experience for shoppers.
Each location draws from a regional artistic tradition while connecting it to jewellery. At New Delhi, the installation reflects the elegance and expressive story-telling associated with Kathak. Pune’s experience takes inspiration from the rhythm and energy of Lavani, one of Maharashtra’s most recognizable performing arts traditions. Hyderabad and Bhubaneswar, meanwhile, draw from Kuchipudi and Odissi respectively, linking the movement, expression and visual richness of these dance forms with bridal jewellery.
The approach is significant because it moves beyond showcasing individual collections or product categories. Instead, the campaign focuses on the emotions, traditions and cultural references that influence bridal jewellery purchases, as Indriya creates a broader context around jewellery.
The choice of locations also reflects a deliberate effort to engage consumers in high-footfall environments where discovery can happen organically. Malls have increasingly become important touch-points for lifestyle brands seeking to create awareness and interaction before a customer enters a store. Through Eka Raaga, Indriya is extending its presence into these spaces and creating additional opportunities for consumers to experience the brand.
The campaign also mirrors the company’s position as a strong national jewellery brand. While consumer preferences may differ from one region to another, weddings remain one of the strongest common threads across India’s jewellery market. By bringing together bridal traditions from different parts of the country under a single platform, Indriya is presenting a brand story that can travel across markets while still acknowledging regional influences.
The installations in the different cities form individual chapters of a larger narrative that celebrates the diversity of India’s bridal culture.
Indriya, launched in July 2024 by the Aditya Birla Group, has expanded rapidly across India, reaching the 50-store milestone within 19 months of its launch. The brand now has a presence in key markets across India, including New Delhi, Mumbai, Hyderabad, Pune, Bengaluru, Ahmedabad, Jaipur, Patna, Indore and Lucknow, as it continues to build a national jewellery retail network.
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