Indriya, Aditya Birla Group’s jewellery brand, has launched a new campaign for its latest collection, Aasmaniyat, a line of diamond jewellery inspired by celestial elements. The campaign is anchored by a film featuring actor Aditi Rao Hydari, directed by filmmaker Anvita Dutt.
The film uses imagery of the night sky, such as constellations, shooting stars, and auroras, to convey the collection’s design inspiration. It aims to position the jewellery as modern yet rooted in traditional craftsmanship, with a focus on versatility across attire types and occasions. The visual narrative draws parallels between the cosmic theme and the reflective quality of diamonds, aligning with Indriya’s focus on aesthetic detail and finish.
The Aasmaniyat collection includes pieces like necklaces, earrings, bangles, and rings, many named after celestial bodies such as Orion and Lyra. In addition to diamonds, some pieces incorporate coloured gemstones intended to mirror hues found in the night sky.
Through this campaign, Indriya seeks to blend contemporary storytelling with jewellery design, while reinforcing its identity as a brand that connects traditional techniques with modern sensibilities. The campaign will launch across Connected TV, print, OOH, digital, and social media platforms, bringing the celestial charm of Aasmaniyat to life on screens and streets alike, the company added.
“With Aasmaniyat, we embark on an odyssey guided by the surreal majesty of the cosmos, with each piece reflecting the grace and spirit of the modern woman and embodies her deep love for jewellery. This collection invites women to express themselves with a touch of celestial charm, embodying confidence, brilliance, and makes her feel a part of the ethereal cosmos,” Shantiswarup Panda, Head of Marketing, Indriya said.
“Aasmaniyat dares to dream beyond the ordinary — where fine jewellery meets the wonder of the cosmos. Crafted with imagination and depth, the collection invites you to experience the universe in wearable form. Each piece is a verse carved in light, a tribute to the mysteries above us. The collection invites the wearer to experience jewellery as a stargazer would: with awe, imagination, and wonder. With Aasmaniyat, you wear a constellation, carry the cosmos, and feel the poetry of the stars on your skin,” Abhishek Rastogi, Head of Product Design, Research & Development, Indriya added.
“Indriya stands for the endless love that a woman has for her jewellery. The central idea of this campaign comes from a rich insight that love is pre-written and is simply meant to happen, no matter what. The idea gives a beautiful spin to the design inspiration and name of the collection, Aasmaniyat. To bring it alive, we created a stunning world of starlit skies that seems real yet celestial… where diamond sparkles and gemstone colours become one with constellations and cosmic hues. The lyrical narrative infused poetry into the magic on screen,” Tanuja Bhat, Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West stated.
