Indriya launches festive collection Alka

The campaign features real-life couple Aditi Rao Hydari and Siddarth in the musical celebration; recreates legendary song, ‘Dil Abhi Bhara Nahin’.

Indriya by Aditya Birla Group celebrates the festive season with its new collection, ‘Alka’, unveiled in a soulful music video with a recreated legendary song, ‘Dil Abhi Bhara Nahin’. The video features Aditi Rao Hydari and Siddharth coming together for the first time on screen, showcasing their real-life chemistry in a story that redefines modern romance.

Soulfully composed by Sneha Khanwalkar, and written and directed by Anvita Dutt, the film tells an endearing tale of a couple stealing special moments amid festive grandeur. It taps into a cultural shift—deepening bonds and cherishing moments with the people who matter most. The story is about finding the ‘us’ in the ‘we’—discovering intimate, personal connections within our closest circle. From a woman’s love for her jewellery to her love for those she holds dear, Indriya’s jewellery becomes a timeless expression of these emotions.

The festive collection is inspired by the mythical city of Kubera, the God of Wealth and Prosperity, and celebrates the beauty and abundance of festivity. Crafted in gold, diamonds, and polki, the collection features opulent necklaces, earrings, and bangles — perfect for every festive moment. Rooted in ancient lore where lotuses bloom eternally, swans glide gracefully, and peacocks shine in moonlit palaces - every design of Alka brings to life timeless symbols of grace, prosperity and celebration. Crafted with festive joy, Indriya’s Alka Collection will make you fall in endless love as your heart sings “Dil Abhi Bhara Nahin”.

Speaking on the campaign, Sandeep Kohli, CEO, Indriya, said, “We see jewellery as a powerful symbol of the bonds that truly matter. This campaign is our ode to the quiet, personal moments that make the festive season so special—the ones you share with the people who are closest to your heart. Aditi and Siddharth’s real-life chemistry brought this narrative to life beautifully, showing that true luxury isn't in grand displays, but in the small, heartfelt connections we cherish."

Shantiswarup Panda, CMO, Indriya, added “Indriya’s exquisitely designed festive collection, ‘Alka’, is inspired by the beauty and bountifulness of Alkapuri, the mythical abode of Kubera the God of wealth. This collection embodies the warmth & prosperity of the festive season,  along with the deep longing for those closest to our hearts. Our campaign beautifully brings out this endless love through endearing chemistry between Aditi Rao and Siddharth stealing a moment amid festive celebrations. This festive season, Indriya unveils the full version of the soulful, reimagined rendition of the classic song, Dil Abhi Bhara Nahi, offering a fresh, emotional ode to the endless love the brand celebrates.”

Tanuja Bhat, Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West, added, “For a brand like Indriya that stands for endless love for her jewellery, we wanted to carve out a new, intimate space within the festive narrative. The film captures a sweet story of Aditi stealing a special moment with Siddharth during a Diwali party, using an Indriya ring, creating her own ‘us’ within the ‘we’.”

With 29 stores in 15 cities, Indriya continues to grow its presence across India and captivate consumers with expert craftsmanship and intricate designs, each crafted with endless love. Indriya celebrates a woman’s love for jewellery by offering a variety of designs for all occasions, from everyday wear to special celebrations, and exquisite bridal jewellery, with over 20,000 designs in gold, polki and diamond.