Indriya launches bridal campaign with Aditi Rao Hydari, Shaheer Sheikh

Indriya, a jewellery brand from the Aditya Birla group has launched a campaign featuring actors Aditi Rao Hydari and Shaheer Sheikh for its bridal collection.

The campaign shot at the Shiv Niwas Palace in Udaipur showcases the latest jewellery designs from the brand’s bridal collection.

Commenting on the campaign, Shantiswarup Panda, chief marketing officer at Indriya in a statement said, “This campaign reflects the profound, emotional journey that every bride takes with her wedding jewellery. The deep relationship between a bride and her jewellery lasts beyond the wedding day—it is a celebration of our brand position of Endless Love and devotion, captured in pieces that combine traditional craftsmanship and modern aesthetics.”

“Indriya’s bridal line is designed to capture these special moments, creating jewellery that will be a part of a bride’s story for a lifetime,” Panda added.

Aditya Birla Group launched Indriya Jewels in July 2024. It has bullish expansion plans for Indriya and has earmarked an investment of Rs 5,000 crore to make it India’s top three jewellery retailers in the next 5 years.