Aditya Birla Group’s jewellery brand Indriya has launched a heartwarming Diwali campaign featuring real-life couple Aditi Rao Hydari and Siddharth, highlighting love and connection over mere opulence. The film tells a playful story of a wife using a lost ring to steal a quiet moment with her husband, showcasing jewellery as part of shared emotions rather than just adornment.
CMO Shantiswarup Panda shared that casting the real couple brought natural chemistry and authenticity to the film. The campaign, released with Saregama as a full-fledged music video, aligns with Indriya’s positioning of jewellery as a symbol of joy and togetherness.
The brand’s festive “Alka” collection was backed by a 360° media push across digital, print, outdoor, and connected TV, with digital taking up nearly half of total spends. Influencer marketing plays a major role, combining national and hyperlocal creators to drive daily engagement and regional relevance.
Panda added that Indriya plans to expand from 32 to 75–80 stores by the end of the fiscal year, with e-commerce to follow soon. For younger audiences, the brand focuses on self-expression and early engagement through modern, culturally rooted designs like the Mangalsutra bracelet.
“Jewellery is now about identity and connection, not just investment,” said Panda. “Our storytelling keeps the woman at the centre — the emotion leads, but the jewellery remains the hero.”