14th February, 2025: This Valentine’s season, Indriya, Aditya Birla Jewellery, is celebrating the enduring love women have for their jewellery with “Gul Posh,” an innovative and interactive installation. Developed in partnership with Ogilvy India, Gul Posh uses sound activation, love for jewellery and the social behaviour of serenading the love of your life with love songs to create an immersive experience.
Measuring 10X10 ft, the installation is a stunning larger-than-life recreation of Indriya’s magnificent necklace Gul Posh, which is made of 1500 gemstones including a sparkling rose shaped pendant made of rubies at its centre. Fitted with gears, cranks, levers, circuits and sound sensors, it is beautifully designed to respond to Indriya’s love song, ” Dil Abhi Bhara Nahin” to express women’s endless love for jewellery.
The team partnered with famed artist and sculptor Shreehari Bhosle, who has several projects to his credit, in India and across the world. The much-acclaimed Black Horse installation in South Mumbai’s iconic art district Kala Ghoda, life-size portraitures for Disney mall installations, murals in a Dubai restaurant, and a sculpture in U.S.A. are only a few of his acclaimed works of art in a career spanning almost 25 years.
In the week leading up to Valentine’s Day, the Gul Posh was installed in the Vegas Mall in Delhi, marking the Gul Posh as the perfect Forever Valentine for women in endless love with jewellery. It is slated to travel to multiple cities over the next few months.
Participants who sang this song to the installation were rewarded with a dazzling display of lights as the necklace came to life. The experience was captured on video and shared with participants, providing them with a personal memento of their interaction with Gul Posh and Indriya’s stunning jewellery.
Shantiswarup Panda, Chief Marketing Officer, Indriya, shared, “Gul Posh is one of Indriya’s finest creation show casing one of the most intricate design and refined craftsmanship. Our brand celebrates woman’s deep love for jewellery and that inspired us to create a larger-than-life Gul Posh which goes a step beyond of making her heart fall in love and responds back to woman’s expression of love by coming to life through beautiful lighting and motion. It is a surreal experience which is made possible through integration of imagination, artistry, engineering and above all deep passion for jewellery.
Tanuja Bhat & Komal Bedi Sohal, Senior ECDs & Creative Heads, Beauty & Luxury Collective, Ogilvy West, shared, “Valentine’s Day is usually all about human romance. We wanted to elevate the common notions of love by creating a new, Forever Valentine – jewellery that evokes endless love in a woman’s heart. The moment we saw Gul Posh, a stunning Indriya necklace, we knew it was important to design an experience that’s as mesmerising as the piece itself. Partnering with Team Indriya and the accomplished and versatile sculptor and artist Shreehari Bhosle, it took us months of craft and love to bring it alive. We hope it gets the love it has been created with.”