The AI-powered installation of the necklace has sound sensors that make the gems light up and move when people sing a particular song
Mumbai: On February 14, Shantiswarup Panda, Chief Marketing Officer of Indriya, the jewellery retail brand from the Aditya Birla Group, shared a message on LinkedIn that said: “What could be better than a piece of jewellery which is not just worn but understands your emotions and responds to your love. With Ogilvy and in collaboration with the famed artist and sculptor Shreehari Bhosle, Indriya has recreated its masterpiece called ‘Gulposh’ adorned with 1500+ gems in a larger than life 8’ by 8’ installation which is a creation of art and engineering. If a participant sings the song ‘Abhi na jao chhod kar… ke dil abhi bhara nahi…’ it expresses its love back by lighting up and the gems move.”
Panda added a video of the installation put up at the Vegas Mall in New Delhi in the week leading up to Valentine’s Day to show how crowds were responding to the “masterpiece necklace that can emote”. The brand has pitched it as the ‘Forever Valentine’ for women in endless love with jewellery and has plans for it to travel to several cities in the coming months.
Developed in collaboration with ad agency Ogilvy India, the AI-powered immersive experience uses sound activation through sensors and draws on women’s love for jewellery and the tradition of serenading loved ones with songs. The installation itself is a larger-than-life version of Indriya’s Gulposh necklace, with 1,500 gemstones, including a rose-shaped ruby pendant at its centre, with sound sensors activated by the song ‘Abhi na jao chhod kar’. Participants who sang the song to the installation saw the necklace come to life, and received a video capturing their interaction with it as a personal memento.
Artist and sculptor Shreehari Bhosle, famous for the Black Horse installation in Mumbai’s Kala Ghoda district and sculptures in the US, collaborated on the project.
Commenting on the insight behind the innovative activity, Panda said, “Gulposh is one of Indriya’s finest creations showcasing intricate design and refined craftsmanship. Our brand celebrates a woman’s deep love for jewellery, and that inspired us to create an experience that brings her heart closer to her jewellery through integration of imagination, artistry, engineering and above all, passion.”
With 13 stores now operating in key cities in India, Indriya is poised for further expansion, with plans to open stores in 10 more cities within the next six months. This rapid growth, fuelled by the backing of the Aditya Birla Group, positions Indriya as a potential leader in India’s competitive jewellery market.
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