Indriya Celebrates Love with Immersive Gul Posh Loveboards Installation
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.”
ManipalCigna Launches Campaign Across 21 States
Mumbai, January 21, 2025 – ManipalCigna Health Insurance today launched the second phase of their successful campaign, Sada Secure Raho. In this phase the brand is going live with a comprehensive radio initiative aimed at reaching audiences in Tier II cities and beyond. This month-long campaign will take place across 63 locations in 21 Indian states from January 20, 2025, to February 21, 2025. To maximize reach and engagement, ManipalCigna will collaborate with popular regional radio stations, broadcasting in ten local languages including Hindi, Telugu, Assamese, Punjabi, Kannada, Malayalam, Marathi, Oriya, Tamil, and Bengali.
“Sada Secure Raho campaign is envisioned to raise awareness about health insurance while promoting our latest offering ManipalCigna ‘Sarvah’, designed to cater to the health insurance needs of individuals across India. While phase one was digital focused, in the second phase, we went with radio as our medium due to its reach and resonance in our target markets, especially in tier 3 and 4 cities,” said Sapna Desai, Chief Marketing Officer, ManipalCigna Health Insurance.
The radio campaign features three engaging spots emphasizing the innovative offerings of the product like ‘Infinite cover’ – Anant Benefit, which provides access to unlimited coverage for hospitalization against 4 major illnesses, like Heart, Cancer, Stroke and Major Organ/Bone marrow transplant, and Zero Waiting Period, highlighting Day 1 coverage for listed pre-existing conditions.
With a total of over 45,000 spots scheduled over the campaign duration, ManipalCigna is ready to deliver impactful messages highlighting the significance of health insurance in everyday life. The total on-air seconds for this campaign will reach an impressive of around 10 lakh seconds, ensuring that the message reaches our target audience in these markets. Through this campaign, ManipalCigna Health Insurance looks forward to creating a positive impact in raising awareness about health insurance across India.