Indriya, Aditya Birla Jewellery, has launched a new campaign, ‘Sparkle Like No Other’, highlighting its diamond selection process and the role of sparkle in evaluating diamond quality.
The campaign features actor Aditi Rao Hydari in a brand film that centres on the visual brilliance of diamonds. Set at a social gathering, the film follows her as she reveals her diamond jewellery, with the narrative focusing on how the jewellery draws attention through its sparkle rather than dramatic storytelling.
The film is accompanied by an original track composed by Mikey McCleary, inspired by Indriya’s signature line, ‘Dil Abhi Bhara Nahin…’. The music blends contemporary elements with a familiar melody to complement the film’s visual narrative.
The campaign also introduces Indriya’s diamond selection benchmark, which evaluates how effectively a diamond reflects, refracts and returns light to produce brilliance, fire and scintillation. According to the company, only one in five natural diamonds assessed meets its selection criteria.
The campaign comes at a time when India continues to play a significant role in the global diamond industry, handling the cutting and polishing of a large share of the world’s diamonds. At the same time, diamond jewellery penetration in the domestic market remains relatively low, prompting brands to focus on consumer awareness and education around diamond purchasing.
Through this campaign, Indriya positions sparkle as a key factor in diamond selection, alongside conventional grading standards, while expanding its portfolio across everyday, occasion and bridal jewellery collections.
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.”
He further added, “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.”
