Indriya launches festive jewellery line Alka with YouTube campaign

Indriya, the high end jewellery line of the Aditya Birla Group, has launched a festive range, that is, Alka, via a charming YouTube campaign led by Aditi Rao Hydari and Siddharth. The campaign remakes the 1980s song "Dil Abhi Bhara Nahin," written by Sneha Khanwalkar with lyrics and music by Anvita Dutt, which tells a contemporary love story against the backdrop of the coziness and glory of celebrations.

The movie contains emotional scenes of the lovers, and it brings out the importance of personal relationships in the midst of bigger affairs. Alka collection is inspired by Alkapuri, the legendary city of Kubera, the God of Wealth. The designs are done with traditional motive such as lotuses, swans, and peacocks in gold, diamonds, and polki, and in the form of necklaces, earrings, and bangles. Sandeep Kohli, the spokesperson of Indriya, said, "Jewelry is a strong symbol of relationships that count." The campaign is a tribute to intimate, gentle moments that elevate the festive season to a memorable moment.

Shantiswarup Panda added that the Alka line has been created keeping the season positive and welcoming, with a focus on intimacy and romance. Tanuja Bhat has observed that the campaign vehicle cuts a new, close romantic zone into the festive plot, revealing the instances of true intimacy between Aditi and Siddharth.

Indriya has a presence of 29 stores in 15 cities within India, with its designs comprising more than 20,000 designs in everyday, bridal, and occasion jewelry, and this reflects its commitment to providing an ultimate and luxurious look and a memorable celebration.

Let’s go through the benefits of a YouTube advertising campaign:

• Specific reach: Audiences can be targeted based on demographics, interests, and behavior, which consequently guarantees that the right type of people are being targeted.
• Low cost: Digital marketing is relatively cheaper than most traditional marketing techniques, and therefore, a much more budget-friendly campaign can be designed.
• Real Time Analytics: You are able to track performance metrics in real-time; therefore, quick changes and optimizations are possible with a digital campaign.
• Global Reach: Since digital marketing allows for worldwide campaigns, your reach may automatically increase as it spans even across far flung markets.
• Engagement: With activities like social media, polls, and videos, an engagement with the public is better invoked.

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