National, October 18 2025: This Dhanteras, Indriya, Aditya Birla Jewellery, lit up Mumbai’s skyline with a dazzling tribute to the season of prosperity. The iconic Bandra-Worli Sea Link transformed into a glowing canvas, illuminated with breathtaking projections of Indriya’s iconic gazelle, and festive jewellery. With this stunning innovation ahead of Diwali, Indriya brings its festive story to life in a way that connects heritage with modern expression, turning jewellery into a beacon of light, prosperity, and celebration.
Shantiswarup Panda, Head of Marketing, Indriya, said, “Indriya as a new age jewellery retailer always brings in innovation whether it is in design, content, media or experience. This festive with Indriya’s Alka collection, we have looked at a few impact properties. Mumbai Sea Link is an iconic landmark representative of financial capital of India and an appropriate space for us to create buzz with our campaign this festive season.”
The activation accompanies Indriya’s ongoing festive campaign and the launch of its festive jewellery collection, Alka. Indriya kicked off its festive campaign ahead of Navratri with an endearing music video of the classic song “Dil Abhi Bhara Nahin” ft. Aditi Rao Hydari and Siddharth.
Indriya, Aditya Birla Jewellery, continues to expand its presence across the country. The brand now has five stores in Delhi; four each in Hyderabad and Uttar Pradesh; three each in Mumbai and Pune, two each in Ahmedabad, Jaipur, and Patna; and one each in Indore, Bhubaneshwar, Noida, Surat, Vijayawada, Jodhpur, Chhatrapati Sambhaji Nagar, Bengaluru, Chandigarh, Gaya Ji and Jammu. reflecting Indriya’s growing footprint and commitment to making finely crafted jewellery more accessible to consumers.
Read more: Rohan Srivastava Joins WPP as Associate Director – Programmatic
