Indriya, the jewellery brand from Aditya Birla Jewellery, has launched its Diwali campaign “Festival of Love”, featuring Aditi Rao Hydari and Siddharth. The film follows the couple as they prepare to host friends for the festival, with their banter and affection taking centre stage amid the preparations. A thoughtful gesture between them prompts their friends to ask, “Aaj Diwali hai ya Valentine’s Day?”
The campaign is built on Indriya’s “Us in We” philosophy, which focuses on relationships and personal moments within larger celebrations. Jewellery is positioned as an expression of love, gratitude and togetherness. Shantiswarup Panda, Head of Marketing and Visual Merchandising, said the brand wanted to move beyond the spectacle of the festival and focus on the quiet moments of affection within it.
Tanuja Bhat of Ogilvy West, who conceptualised the campaign, said the idea was to tell the story through a lived-in relationship with easy banter and small gestures. Sandeep Kohli, CEO of Indriya, noted that the festive season remains one of the most important periods for jewellery. He said the campaign is meant to build deeper emotional connections with consumers.
The campaign also introduces Padmika, Indriya’s new festive collection in 22KT gold. Inspired by Goddess Lakshmi, prosperity and auspicious beginnings, it includes necklaces, earrings, bangles and statement pieces. The collection uses Gulabi Meenakari, a traditional pink enamel craft, along with motifs such as Goddess Lakshmi and the lotus. Aditi Rao Hydari wears pieces from Padmika in the film.
