Aditya Birla Jewellery’s Indriya brand has launched a captivating new campaign to promote its Indriya Diamond Collection. The campaign emphasizes the timeless connection between women and their jewelry, showcasing the lasting emotional value of diamonds in a woman’s life.
The campaign film tells the story of a woman engaging in a conversation with a diamond and its craftsman, symbolizing her deep emotional bond with the jewelry. Featuring a stunning array of necklaces, earrings, bracelets, and rings, the film highlights the craftsmanship behind transforming raw diamonds into beautiful pieces of jewelry. It underscores both the physical elegance and the emotional significance of these diamonds.
Shantiswarup Panda, Chief Marketing Officer at Indriya, explained, “Our new campaign celebrates the facets and sparkle of our diamonds. These qualities make women fall in love with them endlessly. The story of the campaign revolves around a woman and the diamonds, with each one carefully selected, cut, polished, graded, and set to achieve a sparkle that resonates with her heart.”
Tanuja Bhat and Komal Bedi Sohal, Senior Executive Creative Directors at Ogilvy West, added, “A real diamond is like love – it requires patience. It creates lasting sparks and shines forever. Indriya is a brand that represents the endless love a woman has for her jewelry. We used this insight to shape the campaign, which highlights the love the wearer has for the finished piece and the care that the Kaarigar puts into each diamond facet. It’s the story of two hearts, connected by a love for Indriya Diamonds.”
The campaign will be available across multiple platforms, including connected TV, digital channels, and social media, ensuring it reaches a broad audience.
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