Aditya Birla Group’s Indriya debuts ‘Kaarigari Stories’ brand film

Aditya Birla Group’s jewellery brand Indriya has launched a new brand film named ‘Kaarigari Stories’ to showcase its use of heritage craft techniques such as polki and kundan and engage shoppers across India ahead of the festive season.

“We, at Indriya, have redefined craftsmanship through a storytelling format that is never done before,” said Indriya’s head of marketing Shantiswarup Panda in a press release. “A story that starts with the deep love that our customers have for jewellery and goes on to bring to the fore our artisan’s love for the jewellery and passion behind the creation. This story is a tribute to the rich tradition of Indian Kaarigari, celebrating both our artisans’ artistry and our customers’ love for fine jewellery.”
 
Launched on Youtube and conceptualised by Ogilvy, the brand film highlights a number of Indriya’s jewellery designs such as its ‘Swarna Varya’ necklace, made from gold and decorated with ‘wire kundan’ and ‘chapai’ scrollwork. Indriya’s ‘Lumiere’ necklace also features in the film, mixing bright gemstones with a traditional ‘hansuli’ design.
 
Indriya retails its jewellery collections from its brick-and-mortar stores in New Delhi, Indore, Jaipur and has a catalogue over over 16,000 designs. The brand’s name ‘Indriya’ is a Sanskrit term which denotes ‘faculty’ or the instruments of a person’s perception of the outside world.