Indriya, Aditya Birla Jewellery, launches Campaign ‘Sparkle Like No Other’, bringing Diamond sparkle into the spotlight
Conceptualised by Ogilvy, the campaign highlights Indriya’s best-in-class diamond selection standards, bringing the allure of exceptional diamond sparkle to the forefront
Mumbai, 29th June – Indriya, Aditya Birla Jewellery, has unveiled its latest marketing campaign ‘Sparkle Like No Other’, bringing to the forefront diamonds of the highest sparkle and quality—anchored in an industry-first benchmark that is redefining diamond selection in India. Rooted in the belief that exceptional sparkle is one of the most visible expressions of diamond quality, the campaign builds on the brand’s best-in-class diamond selection standards designed to assess how effectively a diamond reflects, refracts and returns light to deliver exceptional brilliance, fire and scintillation. Every diamond selected by Indriya undergoes a rigorous evaluation process, with only 1 out of 5 natural diamonds making the cut.
Through a brand film featuring Aditi Rao Hydari, Indriya showcases how superior diamonds sparkle like no other, captured through a moment of quiet reveal, as Aditi elegantly removes her gloves to unveil the sparkle of her diamonds. The gesture is understated, yet instantly captivating. Set within a refined, stylised gathering, the film follows Aditi as she enters the space, bringing modern jewellery to the forefront and naturally becoming its focal point. Conversations pause, glances linger, and attention gravitates towards her, not through grand gestures, but through the unmistakable sparkle of the diamonds she wears. In doing so, the film brings alive how extraordinary sparkle has the power to captivate and turn heads.
The narrative is further elevated by a specially composed track by Mikey McCleary, inspired by Indriya’s signature line, “Dil Abhi Bhara Nahin…”. Reimagined for a modern context, the rendition of the classic song blends contemporary sound with an underlying timeless emotion-, capturing the lingering desire to savour a beautiful moment, the lyrics echo the wonder of viewers who gaze at the diamond’s star-like brilliance and ask where such a breathtaking sparkle has come . The music mirrors the visual journey, drawing viewers in with its evocative quality, while echoing a universal truth: when it comes to jewellery, there is always room to want more.
Speaking about 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.”
India is at the heart of the global diamond industry, with over 90% of the world’s diamonds being cut and polished in regions like Surat, Mumbai, among others. Yet, despite this deep-rooted expertise, diamond jewellery consumption and penetration is below 15%. While traditional diamond buying has long been guided by technical specifications, Indriya’s Sparkle story shifts the focus to real-world visual performance—helping customers evaluate a diamond’s sparkle and make informed decisions through transparency and trust. Going beyond conventional grading standards, Indriya’s approach to diamond cut and selection exclusively assesses how effectively a diamond reflects, refracts and returns light to deliver exceptional brilliance, fire and scintillation, with only 1 out of 5 natural diamonds meeting these rigorous standards
With ‘Sparkle Like No Other’, Indriya continues to strengthen its position as a modern jewellery destination, offering a wide spectrum of diamond jewellery, from elegant everyday wear to occasion, festive and wedding collections. The brand blends craftsmanship, innovation and consumer education, while championing a more transparent and experience-led approach to diamond buying.
The campaign is being amplified through 360-degree media, creating a seamless consumer journey from awareness to experience.
Brand Film Credits:
- Starring Aditi Rao Hydari
- Production House : Good Morning Films
- Creative Agency: Ogilvy
- Executive Producer : Vikram Kalra, Robin D’Cruz
- Producer : Sheetal Jain
- Director : Shashanka Chaturvedi
- DOP : Tassaduq Hussain
Indriya Team
- Head of Marketing: Shantiswarup Panda
- General Manager Marketing – Brand Content & Communication: Aditi Maliwar
- Deputy General Manager Marketing – Brand Communication: Miloni Dutia
- Senior Manager Marketing – Product Communication: Anupama Aggarwal
- Manager Marketing – Brand Communication: Ketaki Kane
- Content Strategist: Neha Prasad
- Content Strategist: Medini Ghag
- Assistant Manager Marketing – Image Correction: Vaibhav Maurya
- Content Strategist: Pooja Thakrar
- Deputy General Manager Marketing – Retail Marketing: Viriezo Vizo
- Assistant Manager Marketing – Retail (West & South): Deep Harlalka
- Assistant Manager Marketing – Retail (North & East): Dhruv Kataria
- Assistant Manager Marketing: Sanjog Morvekar
- Assistant Manager Marketing – Logistics: Aditya Morvekar
Ogilvy Team
- 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 Director & Creative Head, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat
- Creative Team: Siddhesh Telang, Aditi Khokhani, Neelam Lakhani, Imran Shaikh, Vartika Singh, Chinmay Sawant, Sharvari Sawant
- Account Management Team: Amritarupa Banerjee, Pooja Selvaraj, Sankalp Sawant, Sakshi Nair, Keertesh Sanghvi
- Brand Strategy Team: Samhita Chaudhuri, Namita Gupta
