Aditya Birla’s Indriya has launched “Festival of Love”, its Diwali campaign starring actors and real-life couple Aditi Rao Hydari and Siddharth. The film pairs a festive gold collection with a quieter argument: what we remember most is often an intimate moment, not the scale of the celebration.
Indriya says the campaign builds on its “Us in We” philosophy, which puts relationships at the centre of the brand. The story follows the couple as they prepare to host friends for Diwali. In the middle of the planning, banter and festivity, a thoughtful gesture becomes the heartbeat of the film, and their friends tease, “Aaj Diwali hai ya Valentine’s Day?”
A deliberate shift from spectacle
Festive jewellery advertising in India has long leaned on large families, rituals and auspicious buying. Indriya’s film narrows that frame. Instead of showing the grand event, it focuses on a believable, comfortable relationship and lets the jewellery carry emotion.
Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, explained that the team wanted to look past the larger festive display and spotlight the affection that often unfolds quietly within it. Rao Hydari and Siddharth, he said, bring warmth and playfulness that make the story feel authentic.
Padmika: the collection behind the story
The campaign introduces Padmika, a festive line crafted in 22KT gold. Inspired by Goddess Lakshmi, prosperity and auspicious beginnings, the collection reinterprets traditional motifs through contemporary designs.
Its key feature is the revival of Gulabi Meenakari, a traditional pink enamel craft, used alongside Lakshmi and lotus motifs. The lotus stands for purity, abundance and new beginnings. Necklaces, earrings, bangles and statement pieces in 22KT yellow gold make up the line, and Rao Hydari wears the pieces throughout the film.
What marketers can take from it
The campaign is a useful prompt for brands planning around big cultural moments: the winning idea may be a micro-moment inside the macro occasion. Here are three ways Indriya makes that work.
- Make the product part of the gesture. The jewellery is not simply displayed; it is given as an expression of love within the story.
- Let the relationship do the talking. The couple’s easy dynamic adds believability that a scripted family tableau may not.
- Give craft a cultural job. Gulabi Meenakari and Lakshmi motifs connect the collection to Diwali’s emotional meaning.
Tanuja Bhat, Senior Executive Creative Director and Creative Head, Beauty & Luxury Collective at Ogilvy West, said the team wanted to explore the intimacy that exists inside Diwali. Amid the preparation and celebration, she said, it is often the small moments with the people closest to us that make the festival brighter.
Sandeep Kohli, CEO, Indriya, framed the festive season as a critical window for jewellery, shaped by traditions of celebration, gifting and auspicious purchases. As the brand expands across India, he said, the objective is to create deeper emotional connections through stories that reflect how consumers celebrate today.
Source: MediaNews4U
