Aditi Rao Hydari Shines in Indriya’s Cosmic Bridal Campaign

Indriya, the jewellery brand from the Aditya Birla Group, has unveiled a stunning new campaign for its latest bridal collection, “Aasmaniyat,” featuring acclaimed actress Aditi Rao Hydari alongside Shaheer Sheikh. This campaign beautifully captures the deep emotional bond between a bride and her jewellery, celebrating the timeless love and devotion that jewellery symbolizes in Indian weddings.

Shot against the majestic backdrop of the Shiv Niwas Palace in Udaipur, the campaign film tells a soulful story. It highlights how every piece of Indriya’s bridal jewellery becomes a silent yet powerful companion in a bride’s journey, destined to be cherished for a lifetime. The campaign’s narrative goes beyond the usual wedding romance, focusing on the bride’s unique relationship with her jewellery—a relationship filled with memories, emotions, and endless love.

Chief Marketing Officer at Indriya, explained the campaign’s essence: “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”

The “Aasmaniyat” collection itself is inspired by cosmic elements, blending celestial motifs with exquisite craftsmanship. Aditi Rao Hydari is seen adorned in breathtaking pieces such as a mint green Russian emerald and pink tourmaline necklace, paired with a magenta-hued polki necklace. Her look is completed by a fusion Sheeshphool-Mathapatti featuring rare sugarloaf pink tourmalines, along with traditional bridal accessories like haathphool (hand jewellery), opulent rings, and a nath (nose ring).

Shaheer Sheikh complements the regal theme with a scarlet-hued mala, Victorian-style layered polki necklace, and ornate accessories such as the sarpech (turban ornament) and bajuband (armlet). Each jewellery piece, from the intricate Sheeshphool to the Chand-Tara (moon-star) motifs on the bajuband, showcases Indriya’s meticulous artistry and dedication to blending traditional Indian craftsmanship with contemporary design.

The campaign was conceptualized by Ogilvy India, with creative heads Tanuja Bhat and Komal Bedi Sohal emphasizing the emotional depth of the story. They noted, “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”.

Launched in July 2024, Indriya is a relatively new entrant in the Indian jewellery market but has ambitious plans. The Aditya Birla Group has earmarked an investment of Rs 5,000 crore to make Indriya one of India’s top three jewellery retailers within the next five years. The brand is positioning itself strongly in the bridal segment, aiming to create jewellery that is not just ornamental but deeply meaningful to Indian brides.

The “Aasmaniyat” campaign is a testament to Indriya’s vision of combining heritage with modern aesthetics, appealing to brides who want jewellery that tells a story. By featuring a respected actress like Aditi Rao Hydari, known for her grace and elegance, Indriya connects with a wide audience that values both tradition and contemporary style.

In conclusion, Indriya’s latest bridal campaign is more than just a showcase of jewellery; it is a celebration of the emotional journey of brides and their everlasting bond with their wedding jewellery. With its cosmic-inspired collection “Aasmaniyat,” the brand is setting new standards in the Indian bridal jewellery market, promising timeless elegance and heartfelt stories for generations to come.