Indriya, Aditya Birla’s jewellery brand has rolled out a campaign featuring actors Aditi Rao Hydari and Shaheer Sheikh to showcase its first-ever bridal collection. 

Conceptualised by Ogilvy, the campaign which consists of an ad film is set against the regal backdrop of Shiv Niwas Palace. It captures a bride’s love story—not only with her groom but also with Indriya’s exquisite bridal jewellery. It reinforces the brand’s positioning around a woman’s endless love for her jewellery, weaving a soulful narrative that shows how each piece silently yet profoundly finds its place in the bride’s heart, destined to remain there for a lifetime. Highlighting the timeless elegance and emotional bond shared between a bride and her jewellery, this campaign marks a significant milestone for Indriya's first-ever bridal collection.

What do we think about it: Does a good job of highlighting the eternal bond between a bride and her jewellery. This soulful narrative positions Indriya’s bridal collection as a timeless celebration of love and devotion.

Shantiswarup Panda, chief marketing officer, Indriya, said, "This campaign reflects the profound, emotional journey that every bride takes with her wedding jewellery. The deep relationship between a bride and her jewellery lasts beyond the wedding day—it is a celebration of our brand position of Endless Love and devotion, captured in pieces that combine traditional craftsmanship and modern aesthetics. Indriya's bridal line is designed to capture these special moments, creating jewellery that will be a part of a bride's story for a lifetime.”

Tanuja Bhat and Komal Bedi Sohal, senior ECDs and creative heads, beauty and luxury collective, Ogilvy West, added, "For every bride, a wedding is the beginning of many new relationships. But no one has spoken of her relationship with her bridal jewellery which marks every part of her wedding rituals. This campaign shows us how this love is precious, beautiful, and endless, just like her love for her life partner."

CREDITS: 

Client: Indriya

Agency: Ogilvy India

Head marketing, chief marketing officer: Shantiswarup Panda

General manager - brand marketing: Aditi Maliwar 

Senior manager - brand marketing: Miloni Dutia 

Manager brand marketing: Viriezo Vizo

Content and imagery strategist: Pooja Thakrar

Content and imagery strategist: Vithika Babel

Senior executive - logistics: Aditya Morvekar

Senior executive - imagery: Vaibhav Maurya

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 and luxury collective, Ogilvy West: Tanuja Bhat and Komal Bedi Sohal

Creative team: Siddhesh Telang, Rohit Kasar, Neelam Lakhani, Chinmay Sawant

Associate president: Kalyani Srivastava

Account management team: Pooja Selvaraj, Shoaib Alim, Freea Bhikhaji, Shubhangi Mokashi, Jugal Vyas, Esra Janjua

Brand strategy team: Samhita Chaudhuri, Namita Gupta

Production house: Good Morning Films

Director: Shashanka Chaturvedi

Executive producers: Robin D'Cruz, Vikram Kalra

Producer: Sheetal Jain

Cinematographer: Tassaduq Hussain

Production design: Manisha Khandelwal

Main cast: Aditi Rao Hydari and Shaheer Sheikh

Celebrity management: Vinita Bangard, Krossover Entertainment

Artist manager: Sandhya Ramachandran

Stylist: Priyanka Kapadia

Make up artist: Sandhya Shekar

Hair stylist: Yianni Tsapatori

Stills: Tarun Vishwa

Producer: Tript Dhawan, Glitz