Indriya, the premium jewellery brand under the Aditya Birla Group, has unveiled a breathtaking new diamond jewellery line—Aasmaniyat. Inspired by the celestial wonders of the night sky, this collection combines the brilliance of natural diamonds with the mystique of constellations. The campaign is fronted by Bollywood actress Aditi Rao Hydari and conceptualised by Ogilvy India.
What Is Aasmaniyat?
Aasmaniyat is more than just a jewellery collection—it’s a tribute to the cosmos. The designs draw inspiration from stars, galaxies, constellations, and auroras, incorporating motifs like Orion, Lyra, Starveil, and Solasta into necklaces, rings, earrings, and bangles.
The use of natural diamonds and coloured gemstones reflects celestial hues—midnight blues, aurora greens, cosmic purples, and stardust whites—crafted into contemporary yet traditional pieces that suit both Indian bridal wear and modern outfits.
The Campaign with Aditi Rao Hydari
The Aasmaniyat campaign film, directed by Anvita Dutt and produced by Good Morning Films, tells a poetic visual story. Aditi Rao Hydari appears against starlit backdrops, bathed in cosmic glow, embodying grace, elegance, and celestial energy.
Tanuja Bhat, Creative Head at Ogilvy, describes the campaign as:
“A stunning world of starlit skies, where diamond sparkles and gemstone colours become one with constellations and cosmic hues.”
The ad captures the core message of Aasmaniyat: that every woman is a universe of beauty, strength, and brilliance.
What the Brand Says
Shantiswarup Panda, Head of Marketing at Indriya, shared:
“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, added:
“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.”
This poetic approach strengthens the emotional connection between the jewellery and its wearer.
With Aasmaniyat, Indriya has elevated diamond jewellery into the realm of storytelling, cosmic imagination, and emotional connection. The combination of celestial design, Bollywood appeal, and brand heritage makes this collection a standout in the Indian luxury jewellery market.
Whether you’re a modern bride, a jewellery connoisseur, or someone seeking meaningful adornment, Aasmaniyat offers the chance to “wear a constellation and carry the cosmos.”
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