THEBUSINESSBYTES
BUREAU
BHUBANESWAR,
JANUARY 14, 2026
Indriya,
Aditya Birla Jewellery, has launched a new bridal campaign that reinforces its
ambition to become a complete destination for bridal jewellery, celebrating the
deeply personal journey of every bride as she becomes the woman she has always
imagined herself to be on her wedding day. Rooted in powerful consumer insight,
the campaign captures how a bride’s vision is shaped over years by dreams,
traditions and personal aspirations, long before the celebrations actually
begin.
The campaign
places Indriya as a true partner in this journey, translating imagination into
expression through jewellery that reflects individuality, heritage and modern
elegance. Its expansive bridal jewellery collection brings these dreams to life
with over 28,000 handcrafted creations across gold, polki and diamond. Designed
for the contemporary Indian bride while remaining deeply connected to cultural
roots, the collection includes statement necklaces, maang tikka, bangles, matha
patti, earrings and complete bridal trousseaus, each crafted with meticulous
precision and artistry.
At the heart
of the collection is Indriya’s signature Saptapadma necklace, a standout bridal
creation inspired by the seven sacred vows of marriage and the lotus,
symbolising purity and new beginnings. Crafted in 22-carat yellow gold, the
necklace features layered lotus petals delicately embossed with each of the
seven vows, embodying both spiritual depth and refined craftsmanship. The piece
also features prominently in the campaign film and is worn by actor Aditi Rao
Hydari, adding to its aspirational appeal.
The campaign
is brought alive through a beautifully crafted launch film set in the intimate
moments just before the wedding ceremony. What begins as an intriguing
narrative unfolds into a contemporary portrayal of a modern bride, firmly
anchored in Indriya’s brand philosophy of “Dil Abhi Bhara Nahin.” The film
highlights the emotional role of the bride’s inner circle — her closest family
members who understand her dreams as vividly as she does — making the story
deeply relatable and authentic in the bridal context.
Commenting on
the launch, Sandeep Kohli, CEO, Indriya, said the campaign reflects the brand’s
belief that every bride envisions herself long before the wedding day arrives.
He said Indriya is committed to walking alongside her on that journey, offering
jewellery that aligns with her personal story, whether she prefers contemporary
elegance, culturally rooted designs or timeless classics, and reinforcing the
brand’s aspiration to be the jeweller of choice for India.
Shantiswarup
Panda, Head of Marketing and Visual Merchandising, Indriya, said the campaign
has been built with the vision of making Indriya the definitive bridal
jewellery destination. Drawing from deep consumer insight, it celebrates a
bride who pauses to savour her reflection when she is finally ready, feeling
radiant and complete even as the world waits for her. He added that the
campaign captures a bride’s intimate and emotional bond with her jewellery in a
way that feels soulful and unexplored.
Abhishek
Rastogi, Head of Design, Indriya, said the bridal collection reflects a
seamless blend of India’s cultural richness and contemporary sensibilities.
From hyperlocal, region-inspired collections such as Anantara, Padma Ranjini,
Raasvi and Rajashree to timeless classics, each piece is born from intricate
kaarigari and meticulous craftsmanship. He noted that Saptapadma exemplifies
this philosophy, capturing the sacred essence of the bride’s journey through
thoughtful detailing and deep cultural inspiration.
With this
campaign, Indriya strengthens its positioning as a comprehensive bridal
jewellery destination, celebrating heritage, individuality and personal
expression. The campaign is being amplified across outdoor, digital, print and
Connected TV platforms, aiming to make Indriya an integral part of every
bride’s journey this wedding season.
