Indriya's new campaign ‘Be the Bride of Your Dreams’ celebrates the unique bridal vision of every woman

Indriya, by Aditya Birla Jewellery, has unveiled a new bridal campaign that encourages brides to embrace and realise their personal vision of the perfect wedding. Recognising that many women spend years imagining their bridal look—shaped by culture, tradition, and individual aspiration—the campaign places the bride’s own dream at the centre.

Indriya’s bridal jewellery collection supports this vision by enabling brides to express their unique sense of self. Blending Indian heritage with contemporary aesthetics, the collection features intricately handcrafted pieces designed to complement a wide range of bridal styles. With over 28,000 gold, polki, and diamond designs—including necklaces, maang tikkas, bangles, matha pattis, and earrings—Indriya offers depth, craftsmanship, and choice.

At the heart of the collection is Indriya’s Saptapadma necklace, a signature bridal creation inspired by the seven sacred vows of marriage and the lotus, a symbol of purity and new beginnings. Crafted in 22Kt yellow gold, the necklace features layered lotus petals, each delicately embossed with one of the seven vows.

The campaign is introduced through a film that captures intimate moments leading up to a wedding. Offering a modern perspective on today’s bride, the narrative aligns with Indriya’s brand philosophy, “Dil Abhi Bhara Nahin”. The bride’s family—who understand and support her dreams—play a meaningful role, making the story emotionally resonant and relatable.

Sandeep Kohli, CEO of Indriya, shared: “This bridal campaign brings alive the deeply held belief that every bride envisions herself long before her wedding day arrives. At Indriya, our commitment is to walk alongside her on that journey, partnering with her as she brings her bridal dream to life. Whether she seeks contemporary elegance, designs rooted in cultural heritage, or jewellery that reflects her personal story, Indriya remains committed to offering an unparalleled assortment for every kind of bridal vision.”

Abhishek Rastogi, Design Head at Indriya, added: “Indriya’s bridal collection is crafted for brides who value artistry that blends India’s cultural richness with contemporary elegance. From region-inspired creations like Anantara, Padma Ranjini, Raasvi, and Rajashree to timeless classics, every piece reflects meticulous craftsmanship and intricate kaarigari. Our signature Saptapadma necklace, featured in the campaign film and worn by Aditi Rao Hydari, embodies the sacred emotion and heritage at the heart of a bride’s journey.”

Key Takeaways from the campaign

Emphasis on individual dream

The campaign highlights a bride’s personal aspirations, acknowledging that her vision of herself often predates the wedding itself, and deserves to be honoured.

Rewriting the ‘perfect’ moment

Rather than focusing on a flawless event, the narrative stresses confidence, self-belief, and feeling beautiful as the true markers of a meaningful bridal experience.

Emotion-led brand positioning

Indriya positions itself as a partner in the bridal journey—not merely a jeweller—recognising the deep emotional bond between a bride and her wedding jewellery.

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