Diwali is one of the few times of the year when we pour ourselves into creating joy for everyone we love. Every detail matters, from decorating our homes and preparing rituals to choosing gifts and welcoming family and friends. Yet, in the midst of this celebration, the simplest expressions of love for our inner circle can often take a back seat. Rooted in Indriya’s philosophy of finding the ‘Us in We’, Festival of Love celebrates the relationships and moments of connection that sit at the heart of every celebration. This Diwali, Indriya, Aditya Birla Jewellery, brings this thought to life through its latest campaign featuring Aditi Rao Hydari and Siddharth.
The campaign brings to life the warmth, affection and intimacy shared between two people amid the larger celebrations of Diwali. Set around Aditi and Siddharth preparing to host friends for the festival, the film captures the easy banter and quiet yearning for togetherness that often gets lost amidst the festive rush. As they navigate the beautiful chaos of Diwali preparations, a thoughtful gesture takes centre stage, creating a heartfelt moment that prompts their friends to playfully ask, “Aaj Diwali hai ya Valentine’s Day?”
At the heart of Festival of Love is the idea that every celebration is made meaningful by the relationships at its centre. While Diwali is marked by togetherness and shared joy, it is often the personal gestures between loved ones that leave the deepest impression. Through the campaign, Indriya shines a light on these moments of affection and connection, where jewellery becomes more than an adornment, evolving into a meaningful expression of love, gratitude and togetherness.
Sandeep Kohli, CEO, Indriya, said, “The festive season remains one of the most important periods for the jewellery industry, shaped by the enduring traditions of celebration, gifting and auspicious purchases. As Indriya continues to expand its presence across India, we see this as an opportunity to build deeper emotional connections with consumers through stories that resonate with how they celebrate today. With ‘Festival of Love’, we wanted to spotlight the relationships and moments that make the festive season meaningful, while Padmika brings this sentiment to life through jewellery inspired by prosperity, blessings and new beginnings. Together, they reflect our vision of creating jewellery that is rooted in Indian culture yet relevant for the modern consumer.”
Shantiswarup Panda, Head of Marketing and Visual Merchandising, Indriya, said, “Festival of Love is a natural extension of our ‘Us in We’ philosophy, which celebrates the relationships that bring meaning to our lives. This Diwali, we wanted to move beyond the larger spectacle of the festival and focus on the moments of affection and connection that often unfold quietly within it. Aditi and Siddharth brought this thought to life effortlessly. As a couple, they embody the warmth, playfulness and genuine companionship that the campaign seeks to celebrate, making the story feel authentic and relatable.”
On conceptualising the campaign, Tanuja Bhat, Senior Executive Creative Director & Creative Head, Beauty & Luxury Collective, Ogilvy West, said, ‘While Diwali is about coming together, it is also about those little moments we manage to steal with the people closest to us. With ‘Festival of Love’, we wanted to move beyond the spectacle of the festival and explore the intimacy that exists within it. We chose to tell this through a couple and capture a relationship that feels lived-in, with its easy banter, little gestures and unexpected moments of affection. Because amidst all the preparation, noise and celebration, it is often these seemingly small moments with our loved ones that make the festival truly brighter. That is what ‘Festival of Love’ means to us.’
The campaign also marks the unveiling of Padmika, Indriya’s new festive collection crafted in 22KT gold and inspired by the symbolism of Goddess Lakshmi, prosperity and auspicious beginnings. Designed for the festive season, the collection reinterprets traditional motifs through a contemporary design lens, offering jewellery that is both meaningful and modern. At the heart of Padmika is the revival of Gulabi Meenakari, a traditional pink enamel craft, paired with auspicious motifs such as Goddess Lakshmi and the lotus, a symbol of purity, abundance and new beginnings. Crafted in radiant 22KT yellow gold, a hallmark of festive jewellery traditions, the collection spans necklaces, earrings, bangles and statement pieces.
Drawing from symbols associated with prosperity, blessings and abundance, Padmika brings together the visual richness of Indian festive traditions with Indriya’s contemporary design sensibility. The result is a collection that feels deeply rooted in heritage while remaining relevant for the modern wearer.
Worn by Aditi Rao Hydari through the campaign, Padmika becomes an integral part of the story, reflecting the role jewellery plays in marking celebrations, expressing affection and creating memories that endure beyond the occasion.
With ‘Festival of Love’, Indriya brings together the cultural richness of Diwali and the intimacy of personal relationships, positioning Padmika as jewellery for the moments within the celebration that are uniquely our own.
Watch the campaign film:
Credits:
- Starring Aditi Rao Hydari & Siddharth
- Creative Agency: Ogilvy
- Production House: Superfly Films
- Director : Kopal Naithani
- DOP : Satchith Paulose
Indriya Team:
- Shantiswarup Panda- Head Marketing
- Aditi Maliwar- Assistant Vice President Marketing – Brand Content & Communication
- Miloni Dutia- General Manager Marketing – Brand Communication
- Ketaki Kane- Manager Marketing- Brand Communication
- Anupama Aggarwal- Senior Manager Marketing – Product Communication
- Medini Ghag- Content Marketing
- Neha Prasad- Content Marketing
- Vaibhav Maurya- Assistant Manager Marketing – Image Correction
- Viriezo Vizo- Deputy General Manager Marketing – Retail Marketing
- Deep Harlalka- Assistant Manager Marketing – Retail (West & South)
- Dhruv Kataria- Assistant Manager Marketing – Retail (North & East)
- Sanjog Morvekar- Assistant Manager Marketing
- Aditya Morvekar- Assistant Manager Marketing – Logistics
Ogilvy Team:
- 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, Akshay Jadyar, Chinmay Sawant, Sharvari Sawant
- Account Management Team: Amritarupa Banerjee, Pooja Selvaraj, Keertesh Sanghvi, Sakshi Nair
- Brand Strategy Team: Samhita Chaudhuri, Namita Gupta