MUMBAI, INDIA — Indriya, Aditya Birla Jewelry proudly presents the “Indriya Diamond Collection” with the launch of a new diamond campaign that embodies a timeless love affair. It explores the deep, irresistible love a woman feels for her jewelry. The inspiration behind the campaign came from the eternal allure of diamonds and the sway they hold over the heart of a woman. The film portrays a conversation between a woman in love with her diamonds, and the diamond and the craftsman. It is an interaction that expresses the effect a diamond has on a woman’s heart, through beautifully evocative, poetic lines – a depiction of endless love, set in sparkling diamond necklaces, earrings, bracelets, and rings.
The campaign is also a celebration of Indriya’s craftsmanship where each Indriya diamond masterpiece is crafted with love and passion by skilled artisans. The film showcases the intricate process of transforming raw diamonds into exquisite pieces of jewelry.
Mr. Shantiswarup Panda, CMO of Indriya, said, “The new campaign on Indriya Diamonds presents the aspect of our diamonds’ Facets and Sparkle, which make a woman fall in love with them endlessly. The campaign story is an engaging conversation between a woman and the diamonds, which at Indriya are selected, cut, polished, graded, and set to give them a sparkle that would make her heart hum, ‘Dil abhi bhara nahi…’”
Tanuja Bhat & Komal Bedi Sohal, Senior ECDs & Creative Heads for the Beauty & Luxury Collective at Ogilvy West, said, “A real diamond has a very unique quality – just like love, one has to wait for it for ages. Just like love, it can create sparks and sparkles that will stay with you forever. Indriya being a brand about the endless love a woman’s heart holds for jewelry, we decided to use this beautiful insight to craft the campaign. It captures the love the wearer has for the finished piece and the love the Kaarigar puts in each facet of every diamond. It is the story of two hearts beating with endless love for Indriya Diamonds.”
The campaign will be launched across multiple platforms, including connected TV, digital, and social media. To experience the magic of Indriya diamonds, visit www.indriya.com or your nearest Indriya store, now open in Ahmedabad, Delhi, Indore, Jaipur, Mumbai, Pune and Surat.
Credits:
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 Directors & Creative Heads, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat & Komal Bedi Sohal
Creative Team: Siddhesh Telang, Vedashree Khambete Sharma, Rohit Kasar, Neelam Lakhani, Chinmay Sawant
Account Management Team: Kalyani Srivastava, Pooja Selvaraj, Mohit Patti, 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
Producers: Tavishi Gawri & Karishma Sahi
Client – Team Indriya
Shantiswarup Panda – CMO – Head Marketing
Aditi Maliwar – General Manager – Brand Marketing
Miloni Dutia – Sr. Manager – Brand Marketing
Viriezo Vizo – Manager Brand Marketing
Pooja Thakrar – Content and Imagery strategist
Vithika Babel – Content and Imagery strategist
Aditya Morvekar – Sr. Executive – Logistics
Vaibhav Maurya – Sr. Executive – Imagery
