Indriya, the jewellery brand from the Aditya Birla Group, has unveiled its Diwali campaign ‘Festival of Love’, featuring actors Aditi Rao Hydari and Siddharth, highlighting moments of affection, togetherness and personal connection amid the festive celebrations.
Rooted in Indriya’s ‘Us in We’ philosophy, the campaign film follows Aditi and Siddharth as they prepare to host friends for Diwali. The film captures their playful exchanges and intimate moments during the festive preparations, culminating in a gesture that prompts their friends to ask, “Aaj Diwali haiya Valentine’s Day?”
The campaign also marks the launch of Padmika, Indriya’s new festive jewellery collection crafted in 22KT gold and inspired by Goddess Lakshmi, prosperity and auspicious beginnings. The collection incorporates traditional motifs including the lotus and Goddess Lakshmi, along with Gulabi Meenakari, a traditional pink enamel craft. It includes necklaces, earrings, bangles and statement pieces.
Indriya CEO Sandeep Kohli said the festive season remains an important period for the jewellery industry and that the campaign aims to build deeper emotional connections with consumers.
Shantiswarup Panda, Head of Marketing and Visual Merchandising, said the campaign focuses on the quieter moments of affection within the larger spectacle of Diwali. Creative Head Tanuja Bhat of Ogilvy West said the campaign explores the intimacy and small gestures that make celebrations meaningful.