Aditi Rao Hydari stars in Indriya's latest campaign for cosmic inspired collection 'Aasmaniyat'

Indriya, Aditya Birla Group’s jewellery brand, has launched Aasmaniyat, a diamond collection inspired by the cosmos. The range features diamond jewellery designed as statement pieces for bridal wear.

Aasmaniyat includes necklaces like Orion, Lyra, Starveil, and Solasta, along with bangles, earrings, and rings. The collection features diamonds and coloured gemstones in shades inspired by the night sky. It combines traditional Indian craftsmanship with modern design and is suited for both traditional and western outfits.

The Aasmaniyat campaign features a film with Aditi Rao Hydari, directed by Anvita Dutt. The film uses cosmic visuals like shooting stars and galaxies to highlight the design of the jewellery and showcase Indriya's craftsmanship.

Shantiswarup Panda, head of marketing, Indriya said, “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.”

Abhishek Rastogi, head of product design, research and development, 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.”

Tanuja Bhat, senior executive creative director and creative head, beauty and luxury collective, Ogilvy West said, “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.”

The campaign will run on connected TV, print, OOH, digital, and social media. The Aasmaniyat collection is available on Indriya’s website and in 25 stores across India, including Delhi, Hyderabad, Mumbai, Pune, Ahmedabad, Jaipur, Patna, Indore, Surat, Andhra Pradesh, and Uttar Pradesh.