Ogilvy India creates festive film for Indriya’s Alka collection featuring “Dil Abhi Bhara Nahin”

Indriya by Aditya Birla Group ushers in the festive season with its new collection, Alka, unveiled through a music video featuring a recreated classic, Dil Abhi Bhara Nahin. Created by Ogilvy India, the film stars Aditi Rao Hydari and Siddharth, appearing together in a music video for the first time, capturing their real-life chemistry in a story that reimagines modern romance.

With music composed by Sneha Khanwalkar and lyrics and direction by Anvita Dutt, the video tells a tender tale of a couple stealing moments of intimacy amid festive grandeur. It reflects a cultural shift toward cherishing deep bonds and shared experiences, reminding us of the joy of finding the ‘us’ within the ‘we’. Indriya’s jewellery is positioned as a timeless expression of both personal love and treasured relationships.

The Alka collection draws inspiration from the mythical city of Kubera, the God of Wealth and Prosperity, celebrating the richness of festivity. Crafted in gold, diamonds, and polki, it showcases opulent necklaces, earrings, and bangles designed for every celebratory moment. With motifs drawn from ancient lore—eternal lotuses, gliding swans, and moonlit peacocks—each piece embodies grace, prosperity, and joy.

Festive at heart, timeless in spirit, Indriya’s Alka collection invites you to fall in love all over again—just as the heart sings, “Dil Abhi Bhara Nahin.”

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 a story featuring Aditi Rao and Siddharth Suryanarayan 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, said: “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.

Credits
Client – Team Indriya
Shantiswarup Panda – CMO – Head Marketing
Aditi Maliwar – General Manager – Brand Marketing
Miloni Dutia – Deputy General Manager – Brand Marketing
Viriezo Vizo – Sr. Manager Brand Marketing
Ketaki Kane – Assistant Brand Manager Marketing
Deep Harlalka- Senior Executive, Marketing
Pooja Thakrar – Content and Imagery strategist
Vithika Babel – Content and Imagery strategist
Aditya Morvekar – Sr. Executive – Marketing
Vaibhav Maurya – Sr. Executive – Imagery

For Print:
Agency – Team Ogilvy India
FOR SOCIAL MEDIA:
Agency – Ogilvy India
Chief Creative Officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Executive Chairperson: Hephzibah Pathak
Chief Strategy Officer: Prem Narayan
President and Head of Office, Mumbai & Kolkata: Hirol Gandhi
Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West: Tanuja Bhat
Creative Team: Siddhesh Telang, Rohit Kasar, Neelam Lakhani, Imran Shaikh, Vartika Singh, Chinmay Sawant, Sharvari Sawant
Account Management Team: Amritarupa Banerjee, Pooja Selvaraj, Freea Bhikhaji, Shubhangi Mokashi, Keertesh Sanghvi
Brand Strategy Team: Samhita Chaudhuri, Namita Gupta

Production House – Good Morning Films
Director: Anvitaa Dutt
Executive Producers: Shashanka Chaturvedi, Vikram Kalra and Robin DCruz
Producer: Tavishi Gawri
Cinematographer: Siddharth Diwan
Music: Sneha Khanwalkar
Lyrics: Anvitaa Dutt

Lead Cast: Aditi Rao Hydari & Siddharth
Aditi Rao Hydari’s Entourage:
Celebrity Management: Vinita Bangard, Krossover Entertainment
Artist Manager: Sandhya Ramachandran
Stylist: Priyanka Kapadia
Make Up Artist: Anil C
Hair Stylist: Yianni Tsapatori
Siddharth’s Entourage:
Artist Manager: Sandhya Ramachandran
Stylist: Eka Lakhani
Make Up Artist: Shiva
Hair: Zing

Stills: Tarun Vishwa
Produced by Glitz Productions