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Indriya, Aditya Birla Jewellery, has launched its first-ever bridal collection through a campaign film set at the iconic Shiv Niwas Palace in Udaipur. Featuring Aditi Rao Hydari and Shaheer Sheikh, the campaign tells a heartfelt story of a bride’s love—not just for her groom but also for Indriya’s exquisite bridal jewelry.
The film portrays the timeless connection between a bride and her jewelry, with each piece becoming a cherished part of her life. Set against a royal backdrop, the collection highlights uniquely crafted designs that embody elegance and an emotional bond, making this launch a significant milestone for Indriya.
“This campaign reflects the profound, emotional journey that every bride takes with her wedding jewelry,” said Shantiswarup Panda, CMO, Indriya.
“The deep relationship between a bride and her jewelry lasts beyond the wedding day—it is a celebration of our brand position of Endless Love and devotion, captured in pieces that combine traditional craftsmanship and modern aesthetics. Indriya’s bridal line is designed to capture these special moments, creating jewelry that will be a part of a bride’s story for a lifetime..”
The bridal collection features awe-inspiring designs that blend traditional craftsmanship with contemporary elegance. Aditi Rao Hydari is adorned in a never-seen-before mint green Russian emerald & pink tourmaline necklace paired with a magenta-hued polki necklace. Completing her look is a fusion of Sheeshphool-Mathapatti with rare sugarloaf pink tourmalines, and bridal accessories like haathphool, opulent rings, and nath.
Shaheer Sheikh complements her regal ensemble with a scarlet-hued mala, a Victorian-style layered polki necklace, and ornate accessories like the sarpech and bajuband. Each piece, from the intricate Sheeshphool to the Chand-Tara motifs on the bajuband, celebrates Indriya’s meticulous artistry and unparalleled craftsmanship.
“For every bride, a wedding is the beginning of many new relationships,” added Tanuja Bhat & Komal Bedi Sohal, Senior ECDs & Creative Heads, Beauty & Luxury Collective, Ogilvy West.
“But no one has spoken of her relationship with her bridal jewellery which marks every part of her wedding rituals. This campaign shows us how this love is precious, beautiful, and endless, just like her love for her life partner.”
Credits List
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
FOR PRINT:
Agency – Ogilvy India
FOR SOCIAL MEDIA:
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, Rohit Kasar, Neelam Lakhani, Chinmay Sawant
Associate President: Kalyani Srivastava
Account Management Team: Pooja Selvaraj, Shoaib Alim, Freea Bhikhaji, Shubhangi Mokashi, Jugal Vyas, Esra Janjua
Brand Strategy Team: Samhita Chaudhuri, Namita Gupta
Production House – Good Morning Films
Director: Shashanka Chaturvedi
Executive Producers: Robin D’Cruz, Vikram Kalra
Producer: Sheetal Jain
Cinematographer: Tassaduq Hussain
Production Design: Manisha Khandelwal
Main Cast: Aditi Rao Hydari, Shaheer Sheikh
Aditi Rao Hydari’s Entourage:
Celebrity Management: Vinita Bangard, Krossover Entertainment
Artist Manager: Sandhya Ramachandran
Stylist: Priyanka Kapadia
Make Up Artist: Sandhya Shekar
Hair Stylist: Yianni Tsapatori
Stills: Tarun Vishwa
Produced by Tript Dhawan, Glitz
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