Indriya, Aditya Birla Jewellery, has launched a new bridal campaign centred on the evolving emotional and cultural expectations of modern brides. The campaign positions jewellery as an integral part of a bride’s personal journey, shaped by long-held dreams, family influence, and individual expression.
The bridal jewellery collection presented in the campaign features handcrafted designs intended for complete bridal trousseaus, including necklaces, maang tikka, bangles, matha patti and earrings. The range includes over 28,000 designs across gold, polki and diamond categories, combining traditional craftsmanship with contemporary styling.
One of the key design highlights of the collection is the Saptapadma necklace, inspired by the seven vows of marriage and the lotus motif associated with purity and renewal. Crafted in 22kt yellow gold, the necklace features layered lotus petals embossed with each of the seven vows, reflecting symbolic elements associated with Indian wedding traditions.
The campaign film is set during the moments leading up to a wedding ceremony and focuses on the bride’s emotional pause before stepping into the next phase of life. The narrative includes the bride’s immediate family as part of her inner circle, emphasising shared anticipation and emotional support. The film is anchored in the brand’s ongoing creative platform, “Dil Abhi Bhara Nahin,” and presents a perspective on bridal anticipation rather than ceremonial spectacle.
Link to the campaign film:
Commenting on the campaign, Sandeep Kohli, CEO, Indriya, said, “This bridal campaign brings alive the deeply held belief that every bride envisions herself long before her wedding day arrives. At Indriya, our commitment is to walk alongside her on that journey, partnering with her as she brings her bridal dream to life. Whether she seeks contemporary elegance, designs rooted in cultural heritage, or jewellery that reflects her personal story, Indriya remains committed to offering an unparalleled assortment of exquisitely crafted designs for every kind of bridal vision, and to being the jeweller of choice for India.”
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, added, “Indriya intends to be the destination for bridal jewellery, and this campaign has been crafted with that vision at its core. Built on deep consumer insight, it reflects every girl’s dream of becoming the bride she has always imagined. Indriya steps in as her trusted ally on this milestone occasion, offering an exquisite bridal collection. The campaign tells a soulful story of a bride who pauses to savour her look when she is finally ready, feeling her most beautiful and radiant, even as the world waits for her to show up for the wedding. It celebrates a bride's profound love for her bridal jewellery in a meaningful, intimate way that hasn’t been explored before, and that is what draws you in.”
Abhishek Rastogi, Head of Design, Indriya, said, “Indriya’s bridal collection is crafted for brides who value artistry that seamlessly blends India’s cultural richness with contemporary elegance. Each piece reflects our commitment to preserving heritage while embracing modern sensibilities. From region-inspired masterpieces, anchored in hyperlocal design references, like Anantara, Padma Ranjini, Raasvi, and Rajashree to timeless classics, we offer an unparalleled assortment for every discerning bride. Every creation is born from meticulous craftsmanship and intricate kaarigari—hallmarks of Indriya’s legacy. Among our signature designs is Saptapadma, an extraordinary necklace inspired by the lotus and the seven sacred vows of marriage. Featured in our campaign film and worn by Aditi Rao Hydari, it captures the sacred essence of a bride’s journey. Through thoughtful detailing and deep cultural inspiration, we’ve crafted jewellery that embodies not just beauty, but the heritage, emotion, and timeless spirit of India.”
Tanuja Bhat, Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West said, “For brides who have dreamt of their look long before they met their soulmate, their wedding jewellery is what makes that dream come true. The film brings alive the story of one bride who wants to take a little more time looking at herself in full bridal glory before the rush of the big day takes over. Instead of showcasing just the grandeur and hustle of a wedding, we chose to show an intimate understanding of the bride’s deepest desire and become her partner with the campaign line – Be the bride of your dreams.”
The campaign will be rolled out across outdoor, digital, print, and Connected TV platforms during the current wedding season, as part of Indriya’s broader focus on bridal jewellery as a distinct and growing retail category.
