Indriya, the fine jewellery brand from Aditya Birla Jewellery, has launched its #SparkleLikeNoOther campaign featuring actor Dia Mirza, comedian and actor Sumukhi Suresh, and sports presenter Sanjana Ganesan.
The campaign focuses on natural diamonds and seeks to broaden consumer understanding of diamond quality beyond the traditional 4Cs. Through personality-led social media content, the brand is highlighting light performance and the factors that influence a diamond’s visual sparkle.
According to Indriya, its diamond selection process includes screening jewellery-grade diamonds for their light performance, with only one in five diamonds meeting the brand’s selection criteria. The campaign uses this selection process as a central part of its consumer communication.
The campaign features personalities from entertainment, comedy and sport, with each bringing a different audience and professional identity to the natural diamond conversation.
Shantiswarup Panda, Head of Marketing, Indriya, Aditya Birla Jewellery, said, “Consumers are drawn to diamonds for their unparalleled sparkle. While the 4Cs listed on a certificate offer assurance and serve as a keepsake, they do not fully capture the beauty and light performance that make a diamond truly special.”
Panda added that the brand sees an opportunity to connect diamond jewellery with consumers’ individual interests and passions through different personalities.
The campaign is part of a wider content programme that will include videos focused on diamond education, jewellery design and craftsmanship. Indriya was launched in July 2024 and has expanded to 81 stores in less than two years.
The campaign comes alongside Indriya’s broader effort to make diamond evaluation more consumer-facing, including its SparkleScope in-store technology, which allows customers to compare diamonds based on visual light performance.
