Indriya, Aditya Birla Jewellery, has launched its latest marketing campaign, ‘Sparkle Like No Other’, aimed at highlighting the superior sparkle and quality of its natural diamonds while introducing what it describes as an industry-first benchmark for diamond selection in India. Conceptualised by Ogilvy, the campaign focuses on the visual brilliance of diamonds, with the brand stating that only one out of every five natural diamonds passes its stringent selection process based on light reflection, refraction and return to deliver exceptional brilliance, fire and scintillation.
The campaign is led by a brand film featuring actor AditiRaoHydari, who showcases the jewellery in an understated setting where the sparkle of the diamonds naturally becomes the centre of attention. The film is complemented by a specially composed track by MikeyMcCleary inspired by Indriya’s signature line, “DilAbhiBharaNahin…”, blending contemporary music with timeless appeal. The campaign will be promoted through a 360-degree media strategy spanning multiple consumer touchpoints.
Commenting on the launch, Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the campaign seeks to simplify diamond buying by making sparkle a visible indicator of quality, supported by in-store experiences and the brand’s SparkleScope evaluation process. Tanuja Bhatt, Senior Executive Creative Director and Creative Head – Beauty & Luxury (West), Ogilvy India, said the creative approach centred on showcasing the unmatched sparkle of Indriya diamonds.
In Kolkata, the campaign is expected to resonate with consumers in one of eastern India’s largest jewellery markets, where demand for premium diamond jewellery continues to grow alongside traditional gold purchases. The focus on transparency, consumer education and visual quality could strengthen Indriya’s appeal among urban buyers in Kolkata seeking contemporary jewellery backed by trusted quality standards.