Aditya Birla Jewellery’s Indriya Launches ‘Sparkle Like No Other’ Campaign

Aditya Birla Jewellery's Indriya has launched its new campaign, 'Sparkle Like No Other', reinforcing the idea that a diamond's sparkle is not merely an aesthetic feature but a defining indicator of its quality. The campaign builds on the brand's diamond selection standards, designed to assess how effectively a diamond reflects, refracts and returns light.

Featuring Aditi Rao Hydari, the campaign film brings Indriya's proposition to life through a subtle yet impactful narrative. In a quiet reveal, Hydari removes her gloves and scarf to unveil the brilliance of her diamond jewellery, with the diamonds' sparkle naturally becoming the centre of attention as conversations pause and eyes turn towards her.

Complementing the visual storytelling is an original soundtrack composed by Mikey McCleary, inspired by Indriya's signature line, 'Dil Abhi Bhara Nahin...'. Reimagined with a contemporary sound while preserving the timeless emotion of the classic, the composition enhances the campaign's elegant and premium appeal.

Commenting on the campaign, Shantiswarup Panda, Head of Marketing and Visual Merchandising, Indriya said, “The diamond category has traditionally communicated quality through technical parameters that consumers often trust but cannot easily visualise. With ‘Sparkle Like No Other’, we wanted to bridge that gap by turning a technical product truth into a powerful consumer story. Sparkle is one of the first things people notice about a diamond, yet it has rarely been placed at the centre of the conversation. This campaign reframes sparkle not just as an aesthetic attribute, but as a visible expression of quality. Through the film, the music, our in-store experiences, and the SparkleScope we are creating a connected brand experience that allows consumers to see, feel, and understand the difference for themselves.”

Tanuja Bhatt, Sr. Executive Creative Director & Creative Head-Beauty & Luxury (West), Ogilvy India added, "Indriya Diamonds come with a unique facet–they are the most sparkling diamonds in the category. So, our creative anchor was simple: unmatched sparkle. The film is designed to showcase the superior, hand-picked quality of Indriya Diamonds, bound to captivate every eye that gets a glimpse and every heart that loves diamonds.”