Indriya, a renowned jewellery brand from Aditya Birla Jewellery, has launched its first-ever bridal collection in a stunning campaign featuring Bollywood stars Aditi Rao Hydari and Shaheer Sheikh. The campaign was shot at the iconic Shiv Niwas Palace in Udaipur, a setting that perfectly complements the regal beauty of the jewellery. The collection captures the emotional journey of a bride’s love story, not only with her groom but also with the exquisite bridal jewellery she adorns on her special day.
The campaign film is a celebration of the emotional connection a bride shares with her wedding jewellery. It beautifully portrays how each piece of Indriya bridal jewellery silently yet powerfully becomes a part of the bride’s heart, destined to stay with her for a lifetime. The backdrop of Shiv Niwas Palace adds an extra layer of grandeur, enhancing the story of everlasting love between the bride and her jewellery.
Shantiswarup Panda, the CMO of Indriya, shared his thoughts on the collection, stating, “This campaign reflects the profound emotional journey every bride takes with her wedding jewellery. The bond between a bride and her jewellery lasts beyond the wedding day, and this collection celebrates that ‘Endless Love’ with pieces that combine traditional craftsmanship and modern elegance.”
Timeless Elegance in Bridal Jewellery
Indriya’s bridal collection features awe-inspiring designs that perfectly blend traditional craftsmanship with contemporary elegance. Aditi Rao Hydari is seen wearing a breathtaking mint green Russian emerald and pink tourmaline necklace, paired with a magenta-hued polki necklace. The look is completed with a fusion Sheeshphool-Mathapatti featuring rare sugarloaf pink tourmalines, along with bridal accessories such as haathphool, opulent rings, and a nath.
Shaheer Sheikh complements Aditi’s 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, showcases Indriya’s meticulous artistry and unparalleled craftsmanship.
Bond Between a Bride and Her Jewellery
The campaign emphasizes a unique aspect of the bridal experience: the deep emotional connection a bride shares with her jewellery. Tanuja Bhat and Komal Bedi Sohal, Senior ECDs & Creative Heads at Beauty & Luxury Collective, Ogilvy West, explained, “For every bride, a wedding marks the beginning of many new relationships. But no one has spoken about her relationship with her bridal jewellery, which marks every part of her wedding rituals. This campaign shows how this love is precious, beautiful, and endless, just like her love for her life partner.”
Indriya’s bridal jewellery is designed to not only beautify the bride on her wedding day but also to become a lasting symbol of her love and commitment. The pieces are meant to be passed down through generations, preserving the memories of the special moments in a bride’s life.
Indriya Store Experience: A Celebration of Love
Indriya offers more than just a shopping experience; it is a celebration of love and the emotional journey of the bride. Each visit to the store is an enchanting journey, where brides-to-be can enjoy intimate moments in the atelier or a curated styling session with personal stylists. Whether it’s a quiet moment of reflection or an exciting styling session, Indriya’s store experience is designed to make every bride feel special.
The bridal collection marks a significant milestone for Indriya, reinforcing the brand’s commitment to creating jewellery that resonates with the emotions of its wearers. With its blend of traditional and contemporary styles, the collection is perfect for brides who want jewellery that is both timeless and modern.
Indriya’s first-ever bridal collection, featuring Aditi Rao Hydari and Shaheer Sheikh, is a stunning tribute to the emotional bond between a bride and her jewellery. The campaign, filmed at the regal Shiv Niwas Palace, beautifully captures the journey of love, devotion, and timeless elegance that defines every bride’s relationship with her wedding jewellery.
With its exquisite designs and emotional narrative, Indriya’s bridal collection is set to become a symbol of lasting love for brides everywhere. The collection not only offers a unique blend of traditional craftsmanship and modern aesthetics but also emphasizes the deep emotional connection that a bride shares with her jewellery—an unbreakable bond that lasts a lifetime.
