Jewellery Is the Core, Connection is the Message: Inside Indriya’s Festive Campaign

As India steps into its glittering festive and wedding season, Aditya Birla Group’s fine jewellery brand Indriya has launched a heartwarming campaign that celebrates connection over ornamentation. Starring real-life couple Aditi Rao Hydari and Siddharth, the new film moves beyond the dazzle of gold to capture an intimate moment of love — a playful exchange framed around a “lost ring.”

Chief Marketing Officer Shantiswarup Panda explains, “Festive occasions aren’t just about jewellery; they’re about togetherness. Jewellery remains the core, but the emotion expands beyond the individual.” Casting a real couple, he says, lent the film an authentic warmth that perfectly captured Indriya’s essence.

The campaign, also released as a music video with Saregama, forms part of a larger 360-degree festive push. The ‘Alka’ collection is being promoted across digital, print, outdoor, and connected TV platforms, with digital commanding nearly half of the brand’s marketing spends.

Indriya’s influencer strategy complements these big-ticket campaigns with hyperlocal content — from national lifestyle influencers to regional creators who reflect local jewellery preferences. “Large films build aspiration, but influencer content drives everyday relevance,” Panda adds.

The brand is also expanding its retail footprint aggressively, growing from 10 stores to 32 across 21 markets, with plans to reach up to 80 stores by the fiscal year’s end. While e-commerce is on the horizon, the current focus is on physical stores as immersive experience hubs.

For Indriya, jewellery is evolving from mere adornment to self-expression. With Gen Z gravitating towards meaningful, modern designs like the Mangalsutra bracelet, the brand aims to connect emotionally first — and let purchase follow naturally.

As Panda puts it, 

“The chemistry stands out, but jewellery remains the hero — and that’s exactly how it should be.”

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