Mumbai, February 2025 – On Valentine’s Day, Indriya, the luxury jewellery brand from the Aditya Birla Group, unveiled an extraordinary AI-powered installation that combines cutting-edge technology with the timeless beauty of fine jewellery. This immersive experience, created in collaboration with renowned artist Shreehari Bhosle and ad agency Ogilvy India, is designed to evoke emotion and bring the art of jewellery to life in a way never seen before.
The “Gulposh” Necklace Installation is a larger-than-life creation featuring over 1,500 gemstones, including a stunning rose-shaped ruby pendant at its center. Standing at 8 feet by 8 feet, this intricate artwork invites participants to experience the emotional connection between a woman and her jewellery. When people sing the iconic song, “Abhi na jao chhod kar… ke dil abhi bhara nahi…”, the necklace responds. Sound sensors embedded in the installation are activated by the song, causing the gems to light up and move, giving the illusion of the necklace “coming to life” in a dazzling display of color and motion.
The Gulposh Necklace installation, displayed at Vegas Mall in New Delhi leading up to Valentine’s Day, quickly captured the imagination of shoppers and passersby, drawing large crowds eager to interact with this emotional and artistic masterpiece. Participants who engaged with the installation were rewarded with a personalized video capturing their unique interaction with the necklace – a beautiful memento of the experience.
An Immersive Love Story: This innovative installation was designed to celebrate the deep emotional connection women have with jewellery and the romantic tradition of serenading loved ones with songs. Shreehari Bhosle, known for his public sculptures in places like Mumbai’s Kala Ghoda district and the United States, lent his artistic expertise to the project, adding a sense of grandeur and sophistication.
Indriya’s Vision of Craftsmanship and Emotion: Shantiswarup Panda, Chief Marketing Officer of Indriya, shared his thoughts on the project: “Gulposh is one of Indriya’s finest creations, showcasing intricate design and refined craftsmanship. Our brand celebrates a woman’s deep love for jewellery, and that inspired us to create an experience that brings her heart closer to her jewellery through the integration of imagination, artistry, engineering, and above all, passion.”
The Gulposh Necklace is being positioned as the ‘Forever Valentine’, an enduring symbol of a woman’s love for both jewellery and the meaningful moments in life. With plans to take this extraordinary installation to several cities across India in the coming months, the campaign is set to become a celebration of romance, technology, and creativity.
Indriya’s Future in the Jewellery Market: Currently operating 13 stores across major Indian cities, Indriya is on a fast track to expand its footprint. The brand plans to open 10 more stores in the next six months, further solidifying its position as a prominent player in India’s competitive jewellery market. Backed by the Aditya Birla Group, Indriya is poised to lead the way in innovation, luxury, and customer experience in the jewellery space.
Indriya’s Gulposh Necklace installation is a testament to how art, technology, and emotion can intersect, creating not just a piece of jewellery, but an unforgettable experience.
