Indriya, the jewellery brand under the Aditya Birla Group, has unveiled its festive collection Alka through a music video featuring real-life couple Aditi Rao Hydari and Siddharth. The campaign, directed by Anvita Dutt with music by Sneha Khanwalkar, reimagines the classic Dil Abhi Bhara Nahin, portraying a heartfelt tale of love and togetherness during the festive season.
Inspired by the mythical city of Alkapuri, home to Kubera, the God of Wealth, Alka features designs in gold, diamonds, and polki. The pieces incorporate motifs like lotuses, swans, and peacocks—symbols of prosperity, elegance, and festivity—spanning necklaces, earrings, and bangles.
Sandeep Kohli, CEO of Indriya, described the campaign as a tribute to the intimate moments that define festive celebrations, brought to life by Aditi and Siddharth’s natural chemistry. Shantiswarup Panda, CMO, highlighted how the collection channels warmth, prosperity, and deep emotional bonds, paired with a fresh rendition of Dil Abhi Bhara Nahin.
Tanuja Bhat, Senior Executive Creative Director at Ogilvy West, added that the film sought to create a new, intimate dimension within festive storytelling, illustrated by a sweet moment between the couple during a Diwali gathering.
With 29 stores across 15 cities and a portfolio of over 20,000 gold, diamond, and polki designs, Indriya continues to grow its presence, offering jewellery for daily wear, festive occasions, and weddings.