Indriya, Aditya Birla Jewellery has rolled out its latest bridal campaign featuring actor and brand ambassador Aditi Rao Hydari. Conceptualised by Ogilvy, the campaign captures the essence of a bride’s emotions moments before her wedding, when she envisons herself as the bride she has always imagined to be.

Set just ahead of the ceremony, the film resists the usual rush and spectacle, allowing the bride to pause and fully inhabit the moment, to see herself, unhurried, in her bridal form. The narrative reflects a contemporary view of bridal identity, anchored in Indriya’s core idea of Dil Abhi Bhara Nahin (The heart is not fulfilled).

What we think about it: By shifting the focus to the bride’s inward gaze, the campaign moves away from performative wedding storytelling, replacing wedding-day chaos with emotional awareness, presence, and self-recognition, while giving the narrative a quiet edge in a category usually dominated by excess.

Sandeep Kohli, CEO, Indriya, said, “This bridal campaign brings alive the deeply held belief that every bride envisions herself long before her wedding day arrives. At Indriya, our commitment is to walk alongside her on that journey, partnering with her as she brings her bridal dream to life. Whether she seeks contemporary elegance, designs rooted in cultural heritage, or jewellery that reflects her personal story, Indriya remains committed to offering an unparalleled assortment of exquisitely crafted designs for every kind of bridal vision, and to being the jeweller of choice for India.”

Shantiswarup Panda, head of marketing and visual merchandising, Indriya, added, “Indriya intends to be the destination for bridal jewellery, and this campaign has been crafted with that vision at its core. Built on deep consumer insight, it reflects every girl’s dream of becoming the bride she has always imagined. Indriya steps in as her trusted ally on this milestone occasion, offering an exquisite bridal collection. The campaign tells a soulful story of a bride who pauses to savour her look when she is finally ready, feeling her most beautiful and radiant, even as the world waits for her to show up for the wedding. It celebrates a bride's profound love for her bridal jewellery in a meaningful, intimate way that hasn’t been explored before, and that is what draws you in.”

Tanuja Bhat, senior executive creative director & creative head, beauty & luxury collective, Ogilvy West said, “For brides who have dreamt of their look long before they met their soulmate, their wedding jewellery is what makes that dream come true. The film brings alive the story of one bride who wants to take a little more time looking at herself in full bridal glory before the rush of the big day takes over. Instead of showcasing just the grandeur and hustle of a wedding, we chose to show an intimate understanding of the bride’s deepest desire and become her partner with the campaign line – Be the bride of your dreams.”

Credits: 

Client – Team Indriya 
Shantiswarup Panda - Head of Marketing 
Aditi Maliwar - General Manager - Brand Marketing
Miloni Dutia - Deputy General Manager - Brand Marketing
Viriezo Vizo - Senior Manager Brand Marketing
Ketaki Kane - Assistant Brand Manager Marketing
Deep Harlalka - Senior Executive, Marketing
Pooja Thakrar - Content and Imagery strategist
Medini Ghag - Content Strategist
Aditya Morvekar - Sr. Executive - Marketing
Sanjog Morvekar - Sr. Executive - Marketing
Vaibhav Maurya - Sr. Executive – Imagery
 
Agency – Ogilvy India 
Chief Creative Officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak 
Executive Chairperson: Hephzibah Pathak 
Chief Strategy Officer: Prem Narayan 
President and Head of Office, Mumbai & Kolkata: Hirol Gandhi 
Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat 
Creative Team: Siddhesh Telang, Rohit Kasar, Neelam Lakhani, Imran Shaikh, Vartika Singh, Chinmay Sawant, Sharvari Sawant 
Account Management Team: Amritarupa Banerjee, Pooja Selvaraj, Freea Bhikhaji, Keertesh Sanghvi, Sakshi Nair 
Brand Strategy Team: Samhita Chaudhuri, Namita Gupta, Kanupriya Mahajan 
 
Production House - Good Morning Films 
Director: Anvitaa Dutt 
Executive Producers: Shashanka Chaturvedi, Vikram Kalra and Robin DCruz 
Producer: Tavishi Gawri 
Cinematographer: Tassaduq Hussain 
Music: Sneha Khanwalkar 
Lyrics: Anvitaa Dutt