Indriya, in collaboration with Ogilvy India, has launched a captivating new campaign for its Indriya Diamond Collection, portraying an eternal love story between a woman and her diamonds. This evocative campaign explores the magnetic allure of diamonds, symbolizing an irresistible love affair that has captured the hearts of women across generations.
The campaign’s narrative delves into a conversation between a woman deeply enamored with her jewelry and the diamonds themselves. This poetic dialogue, enhanced by beautifully crafted lines, showcases the emotional pull that diamonds have on a woman’s heart, as represented by their brilliant sparkle and multi-faceted beauty. Through stunning visuals of diamond necklaces, earrings, bracelets, and rings, the film celebrates the profound emotional connection a woman shares with her jewelry. It emphasizes the sense of longing, awe, and wonder that accompanies the discovery of diamonds, as the woman contemplates how she ever lived without them.
In addition to celebrating love, the campaign also highlights the meticulous craftsmanship behind each Indriya diamond. The film showcases the skilled artisans transforming raw diamonds into stunning, finished pieces of jewelry, symbolizing the passion and dedication that goes into every creation.
Shantiswarup Panda, CMO of Indriya, explained, “This campaign reflects the captivating facets and unparalleled sparkle of our diamonds, qualities that make a woman fall endlessly in love with them. The story features an engaging conversation between the woman and the diamonds, capturing the heart of our brand’s ethos — where each diamond is carefully selected, cut, polished, graded, and set to create an irresistible sparkle that makes the heart sing, ‘Dil abhi bhara nahi…’”
Tanuja Bhat and Komal Bedi Sohal, Senior Executive Creative Directors at Ogilvy West, added, “Diamonds, like love, are rare and precious. The campaign draws on this beautiful insight, illustrating the love the wearer has for the finished piece and the love the artisans put into each facet of the diamonds. It is the story of two hearts beating with a timeless affection for Indriya Diamonds.”
The campaign will be rolled out across multiple platforms, including connected TV, digital channels, and social media.
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