The brand narrates a beautiful celestial story highlighting statement, diamond and gemstone pieces through the evocative campaign film, that takes viewers on a journey through the cosmos. The ad will roll out across TV, Print, OOH and digital platforms
Mumbai: Indriya, the jewellery brand from the Aditya Birla Group, has just launched an advertising campaign to promote ‘Aasmaniyat’, its new diamond-studded collection inspired by the ethereal beauty and vastness of the cosmos. Starring actor Aditi Rao Hydari, the ad portrays how the essence of celestial wonder is transformed into intricately crafted diamond jewellery, designed to be statement pieces.
The campaign comes to life through an evocative film that takes viewers on a journey through the cosmos and captures the essence of a woman enchanted by her diamonds that sparkle like a beautiful night sky full of stars. From the trail of a shooting star to the whirl of distant galaxies and the gentle glow of the aurora borealis, the film endeavours to immerse viewers in a celestial dream. Every frame is a tribute not only to stunning visuals, but also to the craftsmanship and imagination that define Indriya diamonds.
Aasmaniyat features necklaces such as Orion, Lyra, Starveil and Solasta, and bangles, earrings, rings and more, that capture the quiet poetry of the cosmos through diamonds. Infused with a contemporary touch, the collection also features coloured gemstones reflecting the many hues of the night sky — from twilight blues to the ethereal glow of aurora greens. With every piece, Indriya has attempted to celebrate the legacy of Indian craftsmanship, weaving traditional techniques with a modern design language, as Aasmaniyat is designed to flow seamlessly from traditional to Western ensembles.
Shantiswarup Panda, Head of Marketing, Indriya said,“With Aasmaniyat, we embark on an odyssey guided by the surreal majesty of the cosmos, with each piece reflecting the grace and spirit of the modern woman and embodying her deep love for jewellery. This collection invites women to express themselves with a touch of celestial charm, embodying confidence, brilliance, and makes her feel a part of the ethereal cosmos.”
Abhishek Rastogi, Head of Product Design, Research & Development, Indriya said, “Aasmaniyat dares to dream beyond the ordinary — where fine jewellery meets the wonder of the cosmos. Crafted with imagination and depth, the collection invites you to experience the universe in wearable form. Each piece is a verse carved in light, a tribute to the mysteries above us. The collection invites the wearer to experience jewellery as a stargazer would: with awe, imagination and wonder. With Aasmaniyat, you wear a constellation, carry the cosmos, and feel the poetry of the stars on your skin.”
The campaign will roll out across TV, Print, OOH, digital and social media platforms.
Launched in July 2024, Indriya’s retail presence now spans 25 stores across North, South, and West India, including five in New Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur, and Patna; and one each in Indore, Surat, Andhra Pradesh and Uttar Pradesh, reflecting its growing footprint and commitment to making finely crafted jewellery more accessible to consumers.
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