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Indriya, Aditya Birla Jewellery announces the launch of its exquisite first-ever bridal collection, captured in a breathtaking campaign filmed at the iconic Shiv Niwas Palace, Udaipur. The campaign stars the captivating Aditi Rao Hydari and the charming Shaheer Sheikh, revolving around a bride’s love story, not just with the groom, but also with Indriya’s exquisite bridal jewellery. The film reinforces the brand’s positioning around endless love that a woman has for her jewellery.
The film weaves a soulful narrative, depicting how each piece of Indriya jewellery silently yet powerfully finds its place in the bride's heart, destined to remain there for lifetimes. Set against the regal backdrop of Shiv Niwas Palace, the film showcases the deep, everlasting love a woman has for her jewellery, especially during her wedding. This collection launch marks a significant milestone for Indriya, highlighting uniquely crafted pieces that embody timeless elegance and the emotional bond between a bride and her jewellery.
Shantiswarup Panda, CMO, Indriya, stated, "This campaign reflects the profound, emotional journey that every bride takes with her wedding jewellery. The deep relationship between a bride and her jewellery 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 jewellery 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 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.
Tanuja Bhat & Komal Bedi Sohal, Senior ECDs & Creative Heads, Beauty & Luxury Collective, Ogilvy West, shared, "For every bride, a wedding is the beginning of many new relationships. 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."
