Indriya’s New Campaign Showcases Mastery of Indian Jewellery Design

Indriya, a prestigious brand under the Aditya Birla Group, has unveiled a new film celebrating the artistry and deep love for fine jewelry. The film highlights the brand’s dedication to Indian craftsmanship, reimagining traditional techniques in a contemporary style. Conceptualized by Ogilvy, the campaign pays homage to India’s rich jewelry heritage, featuring exquisite designs that blend age-old techniques with modern aesthetics.

Each piece at Indriya is a testament to India’s renowned Kaarigari, showcasing a variety of designs from everyday wear to elaborate bridal jewelry. The collection boasts over 16,000 designs in gold, polki, and diamond, with an emphasis on reinventing classic styles like polki and kundan, and incorporating local crafting practices.

The film features stunning creations such as the Swarna Varya necklace, which combines gold with intricate “wire kundan” and “chapai” scrollwork. The Lumiere necklace, inspired by stardust, integrates vibrant gemstones with a modern twist on the traditional “hansuli” design. Additionally, the Gul Posh necklace showcases a 2500-year-old jewelry-making technique, merged with diamond innovations for an unparalleled craftsmanship experience.

Shantiswarup Panda, Head of Marketing, Indriya says, “We, at Indriya, have redefined craftsmanship through a storytelling format that is never done before. A story that starts with the deep love that our customers have for jewelry and goes on to bring to the fore our artisan’s love for the jewelry and the passion behind the creation. This story is a tribute to the rich tradition of Indian Kaarigari, celebrating both our artisans' artistry and our customers' love for fine jewelry.”

Indriya’s exquisite designs are available at their stores in New Delhi, Indore, and Jaipur.