The installation showcased design details more effectively than traditional billboard imagery
Indore: Indriya, the jewellery brand from the Aditya Birla Group, has launched a high-impact out-of-home (OOH) campaign in Indore featuring a large-format billboard with a three-dimensional jewellery installation.
The 40 ft by 42 ft site is located at Shastri Bridge on MG Road, one of the city’s busiest traffic corridors, facing vehicles moving towards the historic Rajwada Palace area. The billboard prominently features the brand’s signature blue colour palette while also directing viewers to its two local retail stores located on MG Road and Sapna Sangeeta Road.
A key highlight of the installation is a pair of oversized 3D earrings mounted below the main billboard structure. The dimensional display transforms the jewellery design into a physical element, helping the creative stand out from conventional flat-format outdoor advertising. The exaggerated scale of the earrings is designed to increase visibility and attract attention from both motorists and pedestrians travelling through the high-traffic stretch.
By incorporating sculptural jewellery elements into the outdoor display, the brand aims to create a stronger visual recall while showcasing design details more effectively than traditional billboard imagery.
The Indore activation is part of a broader marketing push by Indriya to build brand awareness across key urban markets. In recent months, the brand has rolled out integrated campaigns spanning digital media, in-store activations and outdoor advertising to highlight its design-led jewellery collections and reinforce its presence in India’s competitive organized jewellery retail segment.
Indriya has also invested in experiential retail and large-scale story-telling-led campaigns since its launch, positioning the brand around contemporary design, modern bridal collections and everyday fine jewellery. Its marketing initiatives frequently combine visual spectacle with strong brand identity, helping the brand build recall among younger luxury consumers.
The new 3D billboard strategy reflects the increasing use of experiential out-of-home advertising by jewellery brands seeking to capture consumer attention in crowded urban environments.
Launched in 2024 by the Aditya Birla Group, Indriya has rapidly expanded to become a national jewellery retail brand focused on gold, diamond and bridal jewellery. It reached the 50-store milestone in less than two years of its launch, and operates multiple stores in leading cities including New Delhi, Mumbai, Hyderabad, Pune, Bengaluru, Ahmedabad, Jaipur, Patna, Indore and Lucknow.
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