Indriya, Aditya Birla Group’s jewellery brand, has rolled out a campaign 'A Diamond Collection Crafted With Endless Love' featuring actor Aditi Rao Hydari to spotlight its new diamond-studded collection Aasmaniyat.

Conceptualised by Ogilvy, the campaign consists of an ad film. The film takes viewers on a dreamy journey through the cosmos and captures the essence of a Rao enchanted by her diamonds that sparkle like a beautiful night sky full of stars. From the trail of a shooting star to the whirl of distant galaxies and the gentle glow of the aurora borealis, the film immerses in a celestial dream. Every frame depicts the craftsmanship and imagination that define Indriya diamonds.

What we think about it: Delivers a visually stunning ode to diamonds, but leans more on mood than memorability. While the craftsmanship shines, the narrative risks getting lost in its own lyrical abstraction.

Shantiswarup Panda, head of marketing, Indriya, said, “With Aasmaniyat, we embark on an odyssey guided by the surreal majesty of the cosmos, with each piece reflecting the grace and spirit of the modern woman and embodying her deep love for jewellery. This collection invites women to express themselves with a touch of celestial charm, embodying confidence, and brilliance, and makes her feel a part of the ethereal cosmos.”

Abhishek Rastogi, head of product design, research and development, Indriya, added, "Aasmaniyat dares to dream beyond the ordinary — where fine jewellery meets the wonder of the cosmos. Crafted with imagination and depth, the collection invites you to experience the universe in wearable form. Each piece is a verse carved in light, a tribute to the mysteries above us. The collection invites the wearer to experience jewellery as a stargazer would: with awe, imagination, and wonder. With Aasmaniyat, you wear a constellation, carry the cosmos, and feel the poetry of the stars on your skin.”

Tanuja Bhat, senior executive creative director and creative head, beauty and luxury collective, Ogilvy West, added, “Indriya stands for the endless love that a woman has for her jewellery. The central idea of this campaign comes from a rich insight that love is pre-written and is simply meant to happen, no matter what. The idea gives a beautiful spin to the design inspiration and name of the collection, Aasmaniyat. To bring it alive, we created a stunning world of starlit skies that seem real yet celestial... where diamond sparkles and gemstone colours become one with constellations and cosmic hues. The lyrical narrative infused poetry into the magic on screen.”

The campaign will roll out across connected TV, Print, OOH, and digital and social media platforms.

CREDITS 

Client: Indriya

Agency: Ogilvy India

Brand team:

Shantiswarup Panda, CMO, head marketing

Aditi Maliwar, general manager - brand marketing

Miloni Dutia, senior manager - brand marketing

Viriezo Vizo, manager brand marketing

Ketaki Kane, assistant brand manager marketing

Deep Harlalka, senior executive, marketing

Pooja Thakrar, content and imagery strategist

Vithika Babel, content and imagery strategist

Aditya Morvekar, senior executive - logistics

Vaibhav Maurya, senior executive - imagery

Team 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 and creative head, beauty and luxury collective, Ogilvy West: Tanuja Bhat 

Creative team: Siddhesh Telang, Rohit Kasar, Neelam Lakhani, Vartika Singh, Chinmay Sawant, Sharvari Sawant

Account management team: Amritarupa Banerjee, Pooja Selvaraj, Freea Bhikhaji, Shubhangi Mokashi, Jugal Vyas

Brand strategy team: Samhita Chaudhuri, Namita Gupta

Production house - Good Morning Films

Director: Anvitaa Dutt

Executive producers: Shashanka Chaturvedi, Vikram Kalra and Robin DCruz

Producer: Tavishi Gawri

Cinematographer: Siddharth Diwan

Cast: Aditi Rao Hydari

Aditi Rao Hydari’s Entourage:

Celebrity management: Vinita Bangard, Krossover Entertainment

Artist manager: Sandhya Ramachandran

Stylist: Priyanka Kapadia

Makeup artist: Savleen Manchanda

Hair Stylist: Mitesh Rajani

Stills: Suresh Natarajan

Produced by Spotlights Production