Indriya Unveils Festival Of Love Diwali Campaign Featuring Aditi Rao Hydari And Siddharth Along With Padmika Collection

Indriya, the jewellery brand by Aditya Birla Jewellery, has launched its Diwali campaign titled Festival of Love featuring celebrity couple Aditi Rao Hydari and Siddharth. Rooted in the brand philosophy of finding the Us in We, the campaign celebrates moments of affection, intimacy, and togetherness that form the heart of every celebration, capturing the couple preparing to host friends amidst the festive rush.

Sandeep Kohli, CEO of Indriya, noted that the festive season offers an opportunity to build deep emotional connections, while Shantiswarup Panda, Head of Marketing and Visual Merchandising, highlighted how the campaign focuses on quiet moments of connection. Conceptualized by Ogilvy West, with Senior Executive Creative Director Tanuja Bhat noting the exploration of intimacy within the festival, the campaign also marks the unveiling of Padmika, a new 22KT gold festive collection inspired by Goddess Lakshmi and prosperity. Designed with contemporary sensibilities, the collection features the revival of Gulabi Meenakari pink enamel craft paired with auspicious motifs like the lotus, spanning necklaces, earrings, and bangles to embody heritage and modern elegance.