Indriya Diamonds Sparkle with Timeless Elegance in New Campaign

Aditya Birla Jewellery’s Indriya has launched a dazzling new campaign to promote its Indriya Diamond Collection, emphasizing the enduring relationship between women and their diamond jewellery. Conceptualized and executed by Ogilvy India, the campaign beautifully highlights the timeless appeal of diamonds and their unmatched craftsmanship.

The central narrative features a heartfelt conversation between a woman, a diamond, and its craftsman. Through this unique storytelling approach, the campaign showcases a variety of diamond jewellery, including necklaces, earrings, bracelets, and rings. Each piece embodies the sparkle and emotional connection that diamonds bring into a woman's life.

A key highlight of the campaign is the focus on the art of diamond craftsmanship. Viewers are taken on a mesmerizing journey, witnessing the transformation of raw diamonds into radiant masterpieces. This behind-the-scenes look at the cutting, polishing, and grading processes underlines the passion and precision invested in every Indriya diamond.

Speaking about the campaign, Shantiswarup Panda, Chief Marketing Officer of Indriya, said:
"Our campaign celebrates the facets and sparkle of Indriya Diamonds that captivate women’s hearts. The story captures the essence of a woman’s endless love for diamonds, as reflected in the craftsmanship and brilliance of our jewellery. The tagline 'Dil abhi bhara nahi' resonates with the emotional connection our customers feel."

Creative leads Tanuja Bhat and Komal Bedi Sohal from Ogilvy West shared their inspiration:
"A real diamond, much like love, is timeless. It creates sparks that linger forever. Indriya celebrates the enduring love women have for jewellery and the passion craftsmen pour into creating these treasures. This story is about two hearts—the wearer’s and the craftsman’s—united by their endless love for diamonds."

The campaign will reach audiences through multiple platforms, including connected TV, digital, and social media, ensuring a widespread impact.

With its poetic storytelling and stunning visuals, the campaign not only underscores the emotional significance of diamonds but also elevates Indriya’s position as a brand synonymous with luxury and craftsmanship.