Aditya Birla Group’s jewellery brand Indriya has unveiled its new festive line, Alka, through a heartfelt campaign film starring real-life couple Aditi Rao Hydari and Siddharth. The launch is marked by a reimagined version of the evergreen classic Dil Abhi Bhara Nahin, composed by Sneha Khanwalkar and directed by Anvita Dutt, bringing to life a story of intimacy, joy, and togetherness during the festive season.
Drawing inspiration from the mythical city of Alkapuri, the celestial realm of Kubera—the God of Wealth and Prosperity—the Alka collection showcases designs in gold, diamonds, and polki. Motifs of lotuses, swans, and peacocks imbue the pieces with timeless cultural symbolism, representing abundance, elegance, and festivity. From statement necklaces to delicate earrings and bangles, the collection embodies prosperity and the spirit of celebration.
Speaking about the campaign, Sandeep Kohli, CEO, Indriya, said:
“Jewellery is more than adornment—it’s a marker of cherished relationships. With Aditi and Siddharth, we wanted to capture the beauty of those quiet, intimate moments that define the festive season. Their natural chemistry made the story of Alka come alive, showing that true luxury lies not in grandeur but in heartfelt connections.”
Shantiswarup Panda, CMO, Indriya, added:
“The Alka collection reflects the emotional warmth of the season while evoking a sense of prosperity and closeness. By reviving Dil Abhi Bhara Nahin in a soulful new rendition, we hope to offer a nostalgic yet refreshing take on love that resonates deeply with our audience.”
From a creative lens, Tanuja Bhat, Senior Executive Creative Director, Ogilvy West, shared:
“Festive campaigns are often about large gatherings, but here we wanted to carve out an intimate narrative. The film shows Aditi slipping away from the bustle of a Diwali party to share a private, magical moment with Siddharth, marked by an Indriya ring. It’s about finding ‘us’ within the ‘we’.”
With 29 stores across 15 cities and a portfolio of over 20,000 designs, Indriya continues to expand its reach, offering jewellery that spans everyday elegance, festive sparkle, and bridal grandeur. The Alka collection underscores the brand’s philosophy of celebrating love, prosperity, and the small but profound moments that make festivals truly memorable.
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