Indriya makes Diwali a love story, not a spectacle

Most jewellery advertising treats Diwali as a stage for large families, rows of diyas and heavy gold. Indriya, the jewellery label from Aditya Birla Jewellery, is betting on a smaller stage. Its new campaign, “Festival of Love,” keeps the festival but turns the camera on one couple’s private moments.

01 · What is launching

Indriya has released a Diwali film starring Aditi Rao Hydari and Siddharth. The two play a couple preparing to host friends for the festival. The story lives in their banter and small gestures, and at one point their friends ask, “Aaj Diwali hai ya Valentine’s Day?”

Alongside the film, Indriya introduces Padmika, a festive collection in 22KT gold. The line spans necklaces, earrings, bangles and statement pieces, and uses Gulabi Meenakari with motifs of Goddess Lakshmi and the lotus. Aditi wears pieces from Padmika through the film.

02 · The strategy: intimacy over spectacle

Indriya’s “Us in We” philosophy treats jewellery as an expression of love, gratitude and togetherness. Shantiswarup Panda, head of marketing and visual merchandising, says the team wanted to move past the festival’s larger spectacle and capture the affection that quietly unfolds inside it.

Tanuja Bhat of Ogilvy West says the creative team chose a couple to explore the intimacy that exists within Diwali. The aim was a relationship that feels lived-in, with easy banter and unexpected moments of affection, rather than another grand festive set piece.

03 · Why this matters for jewellery marketers

Sandeep Kohli, CEO of Indriya, points out that the festive season is among the most important periods for the jewellery industry, driven by gifting, celebration and auspicious purchases. As Indriya expands across India, the campaign is designed to create deeper emotional connections with consumers through stories that reflect how they celebrate today.

The collection does not sit on the sidelines. Padmika’s motifs of prosperity, blessings and new beginnings give the couple’s emotional story a tangible product anchor.

04 · A takeaway for brand leaders

The campaign is a reminder that a crowded festive calendar rewards a focused emotional frame over another generic crowd scene:

• Keep the occasion, but narrow the story to a single relationship.
• Use casting that already carries visible warmth; the couple’s real-life ease does credibility work.
• Let the product express the feeling, with symbols the consumer already reads as festive.

As Diwali advertising becomes louder, Indriya is betting that a quiet, lived-in moment will stand out. The cue for other brands is to find that private second inside the public festival and make the product its proof.

Source: Afaqs!

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.