Aditya Birla Jewellery has rolled out a campaign to showcase its Indriya diamond collection that spotlights the allure of diamonds and the sway they hold over a woman's heart. 

The campaign consists of a film crafted by Ogilvy India which delves into the adulation a woman has for her jewellery through a dialogue involving the buyer and the diamond. The exchange highlights the emotional connection the woman shares with the gemstones while also shedding light on the meticulous craftsmanship and expertise required to turn raw diamonds into stunning pieces of jewellery. 

What we think about it: The conversation between a woman and her diamonds creatively expresses the effect the gemstones have on the buyer while effectively showcasing the intricate process and artisanship that goes into transforming raw diamonds into exquisite masterpieces.

Shantiswarup Panda, chief marketing officer, Indriya said, “The new campaign on Indriya Diamonds presents the aspect of our diamonds’ Facets and Sparkle, which make a woman fall in love with them endlessly. The campaign story is an engaging conversation between a woman and the diamonds, which at Indriya are selected, cut, polished, graded, and set to give them a sparkle that would make her heart hum, 'Dil abhi bhara nahi...'”

Tanuja Bhat and Komal Bedi Sohal, senior executive creative directors and creative heads, beauty & luxury collective, Ogilvy West said, “A real diamond has a very unique quality - just like love, one has to wait for it for ages. Just like love, it can create sparks and sparkles that will stay with you forever. Indriya being a brand about the endless love a woman’s heart holds for jewellery, we decided to use this beautiful insight to craft the campaign. It captures the love the wearer has for the finished piece and the love the Kaarigar puts in each facet of every diamond. It is the story of two hearts beating with endless love for Indriya Diamonds.”

The campaign has been launched across multiple platforms, including connected TV, digital, and social media.

CREDITS

Client: Team Indriya

CMO - head marketing: Shantiswarup Panda
GM - brand marketing: Aditi Maliwar
Senior manager - brand marketing: Miloni Dutia
Manager - brand marketing: Viriezo Vizo 

Agency: Ogilvy India
Chief creative officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Executive chairperson: Hephzibah Pathak
Chief strategy officer: Prem Narayan
President and head of office, Mumbai and Kolkata: Hirol Gandhi
Senior executive creative directors and creative heads, beauty & luxury collective, Ogilvy West: Tanuja Bhat & Komal Bedi Sohal
Creative team: Siddhesh Telang, Vedashree Khambete Sharma, Rohit Kasar, Neelam Lakhani, Chinmay Sawant
 
Production house: Good Morning Films
Director: Anvitaa Dutt
Executive producers: Shashanka Chaturvedi, Vikram Kalra and Robin DCruz
Producers: Tavishi Gawri and Karishma Sahi