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Ogilvy crafts campaign for Indriya Diamond Collection by Aditya Birla Jewellery

The campaign will be launched across multiple platforms, including connected TV, digital, and social media

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New Delhi: Ogilvy India on Tuesday unveiled a campaign conceptualised for the Indriya Diamond Collection from the house of Aditya Birla Jewellery. 

The new diamond campaign embodies a timeless love affair. It explores the deep, irresistible love a woman feels for her jewellery.

The inspiration behind the campaign came from the eternal allure of diamonds and the sway they hold over the heart of a woman. 

The film portrays a conversation between a woman in love with her diamonds, and the diamond and the craftsman. 

It is an interaction that expresses the effect a diamond has on a woman’s heart, through beautifully evocative, poetic lines. A depiction of endless love, set in sparkling diamond necklaces, earrings, bracelets, and rings. Entrancing her with its sparkle, enchanting her with a million shimmering facets. Compelling her to wonder how she lived without it all this while, where it has been all her life.

The campaign is also a celebration of Indriya’s craftsmanship where each Indriya diamond masterpiece is crafted with love and passion by skilled artisans. 

The film showcases the intricate process of transforming raw diamonds into exquisite pieces of jewellery.

The film:

Shantiswarup Panda, CMO, Indriya, said,“The new campaign on Indriya Diamonds presents the aspect of our diamonds’ Facets and Sparkle, which make a woman fall in love with them endlessly. The campaign story is an engaging conversation between a woman and the diamonds, which at Indriya are selected, cut, polished, graded, and set to give them a sparkle that would make her heart hum, 'Dil abhi bhara nahi...'”

Tanuja Bhat & Komal Bedi Sohal, Sr ECDs & Creative Heads, Beauty & Luxury Collective, Ogilvy West, said, “A real diamond has a very unique quality - just like love, one has to wait for it for ages. Just like love, it can create sparks and sparkles that will stay with you forever. Indriya being a brand about the endless love a woman’s heart holds for jewellery, we decided to use this beautiful insight to craft the campaign. It captures the love the wearer has for the finished piece and the love the Kaarigar puts in each facet of every diamond. It is the story of two hearts beating with endless love for Indriya Diamonds.”

The campaign will be launched across multiple platforms, including connected TV, digital, and social media.

Credits

Agency – Ogilvy India

Chief Creative Officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak

Executive Chairperson: Hephzibah Pathak

Chief Strategy Officer: Prem Narayan

President and Head of Office, Mumbai & Kolkata: Hirol Gandhi

Senior Executive Creative Directors & Creative Heads, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat & Komal Bedi Sohal

Creative Team: Siddhesh Telang, Vedashree Khambete Sharma, Rohit Kasar, Neelam Lakhani, Chinmay Sawant

Account Management Team: Kalyani Srivastava, Pooja Selvaraj, Mohit Patti, Freea Bhikhaji, Shubhangi Mokashi, Jugal Vyas

Brand Strategy Team: Samhita Chaudhuri, Namita Gupta

Production House – Good Morning Films

Director: Anvitaa Dutt

Executive Producers: Shashanka Chaturvedi, Vikram Kalra and Robin DCruz

Producers: Tavishi Gawri & Karishma Sahi

Client – Team Indriya

Shantiswarup Panda - CMO - Head Marketing 

Aditi Maliwar - General Manager - Brand Marketing

Miloni Dutia - Sr. Manager - Brand Marketing

Viriezo Vizo - Manager Brand Marketing

Pooja Thakrar - Content and Imagery strategist

Vithika Babel - Content and Imagery strategist

Aditya Morvekar - Sr. Executive - Logistics

Vaibhav Maurya - Sr. Executive - Imagery

Ogilvy Ogilvy India Aditya Birla
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