#MyIndriyaBrideMoment: Indriya leverages AI to allow women to ‘star’ in its bridal ad campaign

The brand has used advanced face swap technology through which participants can seamlessly integrate their faces into the ad film, which originally stars brand ambassador Aditi Rao Hydari

Mumbai: Fine jewellery brand Indriya is running an innovative AI-driven bridal campaign #MyIndriyaBrideMoment, which is tied to the launch of its first bridal jewellery collection. This campaign leverages artificial intelligence to create a deeply personalized experience where customers can see themselves starring in the brand’s bridal campaign ad film, which originally features brand ambassador Aditi Rao Hydari.

“Indriya’s social media campaign called #MyIndriyaBrideMoment is a beautiful idea of allowing women to see themselves as a bride in a destination wedding,” Shantiswarup Panda, CMO of Indriya stated. “It is linked to an aspiration and Indriya is helping customers visualize themselves in our first bridal collection through the AI technology.”

The campaign uses advanced face swap technology to seamlessly integrate participants’ faces into a beautifully crafted bridal film, originally starring the brand’s ambassador, Aditi Rao Hydari. To participate, customers need to DM Indriya on Instagram with high-quality photos of their face, including front, left and right profiles. The team will then integrate their image into the bridal film, replacing Hydari’s, creating a personal film starring each participant.

This ensures that every participant can see herself as the protagonist of her own bridal fairytale, experiencing the splendour and demureness of an ‘Indriya bride’. “The face-swapping technology ensures that the match is as close as possible for it to look real,” Panda explained. 

The brand’s understanding of this trend is that every woman dreams of a magical bridal moment, where she radiates elegance, grace and confidence. This aspiration is at the heart of the #MyIndriyaBrideMoment campaign, which transforms these dreams into an immersive reality using cutting-edge artificial intelligence.

From the grandeur of the ‘Ranihaar Bridal Polki Necklace’ to the elegance of the ‘Mehak Polki Bangle’, every detail in the film reflects the opulence that Indriya’s bridal collection embodies. This level of personalization elevates the customer’s bridal shopping experience, making it more engaging, interactive and aspirational.

The campaign has already gained significant traction, particularly among younger women who seek a unique and immersive way to connect with the brand. While the campaign is still in its early stages, the brand has reported a highly positive response from customers. According to Panda, though it is premature to link this initiative directly to brand awareness metrics or sales, the brand remains optimistic about its long-term impact.

#MyIndriyaBrideMoment is the latest in a series of tech-driven initiatives by the brand. Recently, Indriya introduced holographic projections of its jewellery pieces on giant jewel boxes and inside cinema theatres to captivate audiences. These efforts reflect the brand’s commitment to leveraging technology to enhance consumer experiences and build brand salience. 

The brand has an extensive marketing calendar planned for the coming year, with several more innovations in the pipeline. It is also focusing on rapidly expanding its retail footprint, ensuring a seamless blend of online and offline experiences for its customers. 

With 13 stores now operating in key cities in India, Indriya is poised for further expansion, with plans to open stores in over 10 more cities within the next six months. This rapid growth, fuelled by the backing of the Aditya Birla Group, positions Indriya as a potential leader in India’s competitive jewellery market.

Written by Megha Misra

Retail Jeweller India Exclusive