Indriya, the jewellery brand from Aditya Birla Group, has launched its festive collection, Alka, through a music video featuring real-life couple Aditi Rao Hydari and Siddharth. The campaign reimagines the classic song Dil Abhi Bhara Nahin, composed by Sneha Khanwalkar and directed by Anvita Dutt, capturing a tender story of love and togetherness during the festive season.
The collection draws inspiration from the mythical city of Alkapuri, the abode of Kubera, God of Wealth and Prosperity. Crafted in gold, diamonds and polki, the designs feature motifs of lotuses, swans, and peacocks, evoking timeless symbols of grace, abundance, and festivity. With necklaces, earrings, and bangles, Alka celebrates prosperity and the joy of celebration.
Sandeep Kohli, CEO, Indriya, said, “We see jewellery as a powerful symbol of the bonds that truly matter. This campaign is our ode to the quiet, personal moments that make the festive season so special—the ones you share with the people who are closest to your heart. Aditi and Siddharth’s real-life chemistry brought this narrative to life beautifully, showing that true luxury isn’t in grand displays, but in the small, heartfelt connections we cherish.”
Shantiswarup Panda, CMO, Indriya, added, “This collection embodies the warmth & prosperity of the festive season, along with the deep longing for those closest to our hearts. This festive season, Indriya unveils the full version of the soulful, reimagined rendition of the classic song, Dil Abhi Bhara Nahi, offering a fresh, emotional ode to the endless love the brand celebrates.”
Tanuja Bhat, Senior Executive Creative Director, Ogilvy West, noted, “We wanted to carve out a new, intimate space within the festive narrative. The film captures a sweet story of Aditi stealing a special moment with Siddharth during a Diwali party, using an Indriya ring, creating her own ‘us’ within the ‘we’.”
With 29 stores across 15 cities and over 20,000 designs in gold, polki, and diamond, Indriya continues to expand its footprint in India. The brand offers a wide range of jewellery for everyday wear, festive occasions, and bridal celebrations.