Indriya, Aditya Birla Jewellery, announces the launch of its new bridal campaign, crafted to be a true partner in every bride’s journey and enable her to become the bride she has always imagined. Shaped by years of dreams, cultural influences, and personal aspirations, she envisions every moment and detail of her celebration—long before the wedding day arrives.

Indriya’s bridal jewellery collection brings this vision to life, empowering her to express her individuality and truly become the bride of her dreams. Rooted in Indian culture yet reimagined for the discerning woman of today, the collection features exquisite, handcrafted designs for the bridal trousseau. From statement necklaces to maang tikka, bangles, matha patti, earrings, and more, Indriya offers over 28,000 creations in gold, polki and diamond, each crafted with endless love and precision.

At the heart of this collection is Indriya’s Saptapadma, a signature bridal necklace inspired by the seven sacred vows of marriage and the lotus—a symbol of purity and new beginnings. Crafted in 22Kt yellow gold, it features layered lotus petals, each delicately embossed with one of the seven vows.

Link to the campaign film: https://youtu.be/5B82w-1Kjhs

A beautifully crafted launch film brings the campaign to life, set in the precious moments just before the wedding ceremony. Intriguing at first, the vibrant plotline delivers a powerful and contemporary point of view of a modern bride, beautifully rooted in the brand’s core idea of “Dil Abhi Bhara Nahin.” Crucially, the bride’s ‘inner circle,’ her closest family who have known her dream and see it almost as vividly as she does, are integral to the story, making it very relatable in the bridal context.

Commenting on the campaign, Sandeep Kohli, CEO, Indriya, said, “This bridal campaign brings alive the deeply held belief that every bride envisions herself long before her wedding day arrives. At Indriya, our commitment is to walk alongside her on that journey, partnering with her as she brings her bridal dream to life.

Whether she seeks contemporary elegance, designs rooted in cultural heritage, or jewellery that reflects her personal story, Indriya remains committed to offering an unparalleled assortment of exquisitely crafted designs for every kind of bridal vision, and to being the jeweller of choice for India.”

Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, added, “Indriya intends to be the destination for bridal jewellery, and this campaign has been crafted with that vision at its core. Built on deep consumer insight, it reflects every girl’s dream of becoming the bride she has always imagined. Indriya steps in as her trusted ally on this milestone occasion, offering an exquisite bridal collection.

The campaign tells a soulful story of a bride who pauses to savour her look when she is finally ready, feeling her most beautiful and radiant, even as the world waits for her to show up for the wedding. It celebrates a bride’s profound love for her bridal jewellery in a meaningful, intimate way that hasn’t been explored before, and that is what draws you in.”

Abhishek Rastogi, Head of Design, Indriya, said, “Indriya’s bridal collection is crafted for brides who value artistry that seamlessly blends India’s cultural richness with contemporary elegance. Each piece reflects our commitment to preserving heritage while embracing modern sensibilities. From region-inspired masterpieces, anchored in hyperlocal design references, like Anantara, Padma Ranjini, Raasvi, and Rajashree to timeless classics, we offer an unparalleled assortment for every discerning bride. E

very creation is born from meticulous craftsmanship and intricate kaarigari—hallmarks of Indriya’s legacy. Among our signature designs is Saptapadma, an extraordinary necklace inspired by the lotus and the seven sacred vows of marriage. Featured in our campaign film and worn by Aditi Rao Hydari, it captures the sacred essence of a bride’s journey. Through thoughtful detailing and deep cultural inspiration, we’ve crafted jewellery that embodies not just beauty, but the heritage, emotion, and timeless spirit of India.”

With this campaign, Indriya strengthens its position as a complete bridal jewellery destination, offering exquisitely crafted pieces for every wedding moment. Celebrating heritage, individuality, and personal expression, the campaign is amplified across OOH, digital, print, and Connected TV to make Indriya part of every bride’s journey this wedding season.