By bringing personalities from entertainment and sports into the campaign, Indriya is using different consumer interests to create entry points into its natural diamond narrative
Mumbai: Diamonds take centre stage as actor Dia Mirza, comedian and actor Sumukhi Suresh, and sports presenter Sanjana Ganesan feature in Indriya, Aditya Birla Jewellery’s #SparkleLikeNoOther campaign. Moving beyond traditional product-led communication, the campaign uses familiar personalities to draw attention to natural diamonds, their light performance and the factors that influence their sparkle. Through social media-led story-telling, Indriya is using these voices to make diamond education part of a wider consumer conversation.
The campaign focuses on Indriya’s approach to selecting its diamonds. The brand says it selects only one out of every five jewellery-grade diamonds available in the market for its jewellery. By bringing personalities from entertainment and sports into the campaign, Indriya is using different consumer interests to create entry points into its natural diamond narrative.
Dia Mirza, Sumukhi Suresh and Sanjana Ganesan each bring a different audience and professional identity to the campaign. Their participation allows Indriya to connect its diamond proposition with conversations around individual passions and pursuits, rather than presenting the jewellery only through conventional product advertising.
The campaign’s central message is built around the difference between the information provided by the 4Cs and the way a diamond performs with light. While the 4Cs provide assurance about a stone, Indriya is using #SparkleLikeNoOther to draw attention to light performance as another aspect consumers can consider when choosing a diamond.
“Consumers are drawn to diamonds for their unparalleled sparkle. While the 4Cs listed on a certificate offer assurance and serve as a keepsake, they do not fully capture the beauty and light performance that make a diamond truly special,” said Shantiswarup Panda, Head of Marketing at Indriya, Aditya Birla Jewellery.
The personality-led films form part of a wider content plan, with Indriya developing additional videos around diamond education, jewellery design and craftsmanship. This gives the campaign scope to continue across social media rather than relying on a single campaign film.
“Indriya as a brand celebrates a woman’s deep love for jewellery which in a way is the manifestation of her passion for jewellery moments. This space allows us to partner with very different personas all of whom have a passion which they cherish to follow,” Panda said.
For the brand, featuring personalities across entertainment, comedy and sport also widens the audiences exposed to its diamond proposition. Their existing digital communities provide Indriya with additional touchpoints through which consumers can encounter the campaign and subsequently explore the brand.
Such campaigns can support customer acquisition by creating familiarity before a purchase decision is made. Social media exposure can introduce consumers to the brand, while educational content can give them a reason to explore diamonds further. For a category involving considered purchases, this journey from awareness to product consideration can eventually support store visits and enquiries.
With more content planned around education, design and craftsmanship, #SparkleLikeNoOther gives Indriya an ongoing platform to communicate its natural diamond proposition through personalities, product knowledge and social media engagement.
Indriya was launched in July 2024 and has emerged as one of the fastest-growing jewellery retail brands in the country, expanding to 81 stores in less than two years.
Written by Achal Chaubey
Retail Jeweller India Exclusive
