Indriya triples festive ad budget with digital-first focus

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Aditya Birla Group’s jewellery venture Indriya is making its biggest festive push yet. Chief Marketing Officer Shantiswarup Panda confirmed that ad spending will surge by up to 200% over last year, supported by a rapid retail footprint expansion from six cities in 2024 to 15 cities with 29 stores today. The brand’s goal: a top-three market position within five years.

Digital remains at the centre of Indriya’s strategy, accounting for 60% of the media mix. Campaigns this season include the launch of its ‘Alka’ collection, promoted via a music video reimagining the classic “Dil Abhi Bhara Nahin,” alongside wedding-focused campaigns targeting in-market audiences. TV, print, outdoor, and cinema will continue to complement digital efforts as surround channels.

Influencer collaborations, which helped build Indriya’s launch identity, remain critical. Panda noted that the brand allocates a higher-than-average share of its marketing budget to influencer partnerships, with strict performance criteria based on engagement and follower growth. Indriya’s social footprint has already grown to 1 million Facebook followers and 400,000 Instagram followers within a year.

AI and machine learning are also shaping the brand’s marketing operations. From campaign ideation to workflow management, Indriya uses these tools to forecast consumer trends, optimize targeting, and refine customer segmentation. Panda stressed, however, that technology serves as an enabler: “As long as the brand remains rooted in consumer insights, authenticity will not be compromised.”

With India’s jewellery ad spends forecast to rise 12–13% this festive season — well above overall adex growth of 8–9% — Indriya’s bold bet reflects confidence in a recovering market driven by weddings, festivals, and rising discretionary spending.