Aditya Birla-backed Jewellery brand, Indriya announced on Thursday the launch of ‘Festival of Love’ campaign for the festive season of Diwali, featuring actor-couple Aditi Rao Hydari and Siddharth.
Conceptualised by Ogilvy West, the campaign marks the unveiling of Padmika, Indriya’s new festive collection crafted in 22KT gold and inspired by the symbolism of Goddess Lakshmi. The collection, designed for the festive season, has a meaningful and modern touch, aims at the revival of Gulabi Meenakari, a pinked enamel craft, paired with auspicious motifs.
The campaign is prepared around Aditi and Siddharth preparing to host friends for the festival, while having casual banters, with Aditi wearing the jewelleries, highlighting the campaign and its philosophy.
Commenting on the launch, Sandeep Kohli, CEO, Indriya, said, “As Indriya continues to expand its presence across India, we see this as an opportunity to build deeper emotional connections with consumers through stories that resonate with how they celebrate today. With 'Festival of Love', we wanted to spotlight the relationships and moments that make the festive season meaningful, while Padmika brings this sentiment to life through jewellery inspired by prosperity, blessings and new beginnings.”
On conceptualising the campaign, Tanuja Bhat, Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West, said, “We chose to tell this through a couple and capture a relationship that feels lived-in, with its easy banter, little gestures and unexpected moments of affection. Because amidst all the preparation, noise and celebration, it is often these seemingly small moments with our loved ones that make the festival truly brighter. That is what ‘Festival of Love’ means to us.”
Shantiswarup Panda, Head of Marketing and Visual Merchandising, Indriya, said, "Festival of Love is a natural extension of our 'Us in We' philosophy, which celebrates the relationships that bring meaning to our lives. Aditi and Siddharth brought this thought to life effortlessly. As a couple, they embody the warmth, playfulness and genuine companionship that the campaign seeks to celebrate, making the story feel authentic and relatable.”
With ‘Festival of Love’, Indriya brings together the cultural richness of Diwali and the intimacy of personal relationships, positioning Padmika as jewellery for the moments within the celebration that are uniquely our own.
