Indriya, part of the Aditya Birla Group, has unveiled a captivating new ad film that pays homage to the rich tradition of Indian craftsmanship and fine jewellery
The newly released ad film by Indriya, a part of the Aditya Birla Group, beautifully showcases the brand's dedication to craftsmanship and fine jewellery. The film celebrates the intricate art of Indian Kaarigari, blending traditional techniques with contemporary design.
Highlighted pieces include:
- Swarna Varya Necklace: Combines gold with detailed "wire kundan" and "chapai" scrollwork.
- Lumiere Necklace: Features vibrant gemstones and a modern interpretation of the traditional 'hansuli' design.
- Gul Posh Necklace: Merges a 2500-year-old jewellery technique with diamond innovations.
Shantiswarup Panda, Indriya's head of marketing, emphasized the unique storytelling approach of the film, illustrating the profound love and passion of both the artisans and customers for fine jewellery.
The ad film can be viewed here: https://www.youtube.com/watch?v=3wTcEK9vTS4&t=3s
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