Indriya, Aditya Birla Jewellery, has launched its new integrated campaign, ‘Sparkle Like No Other’, as part of its strategy to strengthen its presence in India’s growing diamond jewellery market by highlighting superior diamond quality through a consumer-focused approach. Conceptualised by Ogilvy, the campaign centres on the brand’s diamond selection standards, under which only one in five natural diamonds is chosen after undergoing a rigorous assessment of brilliance, fire and scintillation based on how effectively the stone reflects, refracts and returns light.
The campaign features actor AditiRaoHydari in a brand film that showcases the visual appeal of Indriya’s diamonds, supported by a specially composed soundtrack by MikeyMcCleary inspired by the brand’s signature line, “DilAbhiBharaNahin…”. It is being rolled out through a 360-degree media strategy to enhance consumer engagement across digital, retail and other marketing platforms.
Speaking on the initiative, Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the campaign aims to simplify diamond buying by making sparkle a visible measure of quality rather than relying solely on technical grading parameters. He added that the brand is combining the campaign with in-store experiences and its SparkleScope technology to help customers better understand diamond quality. Tanuja Bhatt, Senior Executive Creative Director and Creative Head – Beauty & Luxury (West), Ogilvy India, said the creative concept was built around showcasing the unmatched sparkle of Indriya diamonds.
India remains the global hub for diamond processing, with more than 90 per cent of the world’s diamonds being cut and polished in centres such as Surat and Mumbai. However, domestic diamond jewellery penetration remains below 15 per cent, presenting significant growth opportunities. Through its latest campaign, Indriya aims to tap into this potential by promoting transparency, consumer education and an experience-led approach to diamond purchasing.
In Kolkata, the campaign is expected to find traction in one of eastern India’s leading jewellery markets, where consumers are increasingly embracing premium diamond jewellery alongside traditional gold ornaments. With rising demand for branded jewellery and greater emphasis on product authenticity and quality, Indriya’s focus on visible sparkle, modern designs and customer education could strengthen its competitive position among discerning buyers in Kolkata.
