Indriya, Aditya Birla Jewellery, has launched its festive collection ‘Alka’ with a unique musical celebration featuring a recreated version of the legendary song ‘Dil Abhi Bhara Nahin’. The campaign stars Aditi Rao Hydari and Siddharth, marking their first appearance together in a music video, where their real-life chemistry enhances a story of modern romance and festive joy.
Conceptualised by Ogilvy India, with soulful composition by Sneha Khanwalkar and lyrics and direction by Anvita Dutt, the film tells an intimate tale of a couple cherishing quiet moments amid the grandeur of festive celebrations. The narrative captures a cultural shift of finding deeper bonds, where Indriya’s jewellery becomes a timeless expression of love and connection.
The Alka Collection, inspired by the mythical city of Kubera, God of Wealth and Prosperity, celebrates abundance and festivity through gold, diamonds, and polki jewellery. With opulent necklaces, earrings, and bangles, the designs draw from ancient lore of blooming lotuses, graceful swans, and moonlit peacocks, symbolising prosperity and grace.
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:
“Indriya’s exquisitely designed festive collection, ‘Alka’, is inspired by the beauty and bountifulness of Alkapuri, the mythical abode of Kubera. This collection embodies the warmth and prosperity of the festive season, along with the longing for those closest to our hearts. Our campaign beautifully brings out this endless love through a story featuring Aditi Rao and Siddharth Suryanarayan stealing a moment amid festive celebrations.”
With 29 stores across 15 cities, Indriya continues to expand its presence in India, offering over 20,000 designs in gold, polki, and diamond. From everyday jewellery to bridal creations, Indriya celebrates a woman’s love for jewellery with craftsmanship that blends timeless tradition and contemporary elegance.
Watch the film here: https://www.youtube.com/watch?v=0rqTDCiZj9E
