Indriya, Aditya Birla Jewellery, has unveiled a new campaign, titled ‘Sparkle Like No Other’, which positions sparkle as one of the most visible expressions of diamond quality.
The campaign builds on the brand's diamond selection standards, designed to assess how effectively a diamond reflects, refracts and returns light.
The campaign film, featuring Aditi Rao Hydari, showcases how superior diamonds sparkle like no other. This is captured through a moment of quiet reveal, as Hydari removes her gloves and scarf to unveil the sparkle of her diamonds. Conversations pause, glances linger, and attention gravitates towards her.
The narrative is elevated by a special track composed by Mikey McCleary, inspired by Indriya’s signature line, ‘Dil Abhi Bhara Nahin...’. Reimagined for a modern context, the rendition of the classic song blends contemporary sound with an underlying timeless emotion.
Commenting on the campaign, Shantiswarup Panda, Head of Marketing and Visual Merchandising, Indriya said, “The diamond category has traditionally communicated quality through technical parameters that consumers often trust but cannot easily visualise. With ‘Sparkle Like No Other’, we wanted to bridge that gap by turning a technical product truth into a powerful consumer story. Sparkle is one of the first things people notice about a diamond, yet it has rarely been placed at the centre of the conversation. This campaign reframes sparkle not just as an aesthetic attribute, but as a visible expression of quality. Through the film, the music, our in-store experiences, and the SparkleScope we are creating a connected brand experience that allows consumers to see, feel, and understand the difference for themselves.”
Tanuja Bhatt, Sr. Executive Creative Director & Creative Head-Beauty & Luxury (West), Ogilvy India added, "Indriya Diamonds come with a unique facet–they are the most sparkling diamonds in the category. So, our creative anchor was simple: unmatched sparkle. The film is designed to showcase the superior, hand-picked quality of Indriya Diamonds, bound to captivate every eye that gets a glimpse and every heart that loves diamonds.”
The campaign is being amplified through a 360-degree media approach.
