Conceptualised by Ogilvy India and produced by Good Morning Films, the campaign celebrates celestial beauty through diamond artistry.

Indriya, the jewellery brand from Aditya Birla Group, has unveiled Aasmaniyat, a new diamond collection inspired by the cosmos. Designed as bridal statement pieces, the collection draws from celestial elements to blend traditional Indian craftsmanship with modern elegance.

The Aasmaniyat range features an array of necklaces-Orion, Lyra, Starveil, Solasta-along with intricately designed bangles, earrings, and rings. Set with diamonds and coloured gemstones in hues inspired by the night sky, the collection is crafted to complement both traditional and contemporary attire.

The campaign is fronted by actor Aditi Rao Hydari and directed by Anvita Dutt, bringing to life the collection’s cosmic theme through a visually rich film filled with shooting stars, galaxies, and celestial motifs that highlight Indriya’s signature craftsmanship.

Shantiswarup Panda, head of marketing, Indriya, said:
“With Aasmaniyat, we begin a journey guided by the grandeur of the cosmos. Each piece reflects the elegance and spirit of the modern woman-her confidence, brilliance, and her love for jewellery. It’s a celestial expression of individuality and strength.”

Abhishek Rastogi, head of product design, R&D, Indriya, added:
“Aasmaniyat dares to imagine jewellery as poetry in starlight. These are not just accessories-they’re constellations you can wear. Every design is an invitation to dream, to wonder, and to feel the mystery of the universe close to your skin.”

Tanuja Bhat, senior executive creative director & creative head, Beauty and Luxury Collective, Ogilvy West, shared:
“Indriya celebrates a woman’s eternal love for her jewellery. The idea behind Aasmaniyat comes from the belief that love is written in the stars-it’s destined. We visualised a world where diamonds shimmer like constellations and gemstone hues echo the cosmic palette. The result is a magical, lyrical narrative that feels both real and celestial.”

The Aasmaniyat campaign will roll out across Connected TV, print, OOH, digital, and social media platforms. The collection is available both online via Indriya’s website and in 25 retail stores across India, including locations in Delhi, Hyderabad, Mumbai, Pune, Ahmedabad, Jaipur, Patna, Indore, Surat, and across Andhra Pradesh and Uttar Pradesh.