Digital, Print, OOH lead media choices of Aditya Birla’s Indriya this festive season

This time of the year marks one of the most crucial periods for businesses. Consumer sentiment is at its highest, and spending patterns reflect the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands explore every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce has also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across both online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behaviour analyses, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves, what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

In conversation with Adgully, Shantiswarup Panda, Head of Marketing, Indriya (Part of Aditya Birla Group), shares his observations on the overall consumer and market sentiment during the festive season this year, what forms the core of Indriya’s festive marketing strategy this year, its campaign strategy for the festive season, marketing/ advertising budget for the festive season 2024 and more.

What are your observations on the overall consumer and market sentiment during the festive season this year?

The overall market sentiment has been extremely encouraging for a new brand like Indriya. We launched Indriya on July 26, 2024 and from that day onwards we have been observing very good business trends across all our stores and have received so much love from our customers on overall experience. We believe with the start of the festive season now there is going to be an upward surge in demand for jewellery across India and that would benefit the entire jewellery industry.

What forms the core of your festive marketing strategy this year? Could you tell us about your campaign strategy for the festive season?

Since the launch, Indriya has opened five stores in four cities – Delhi, Jaipur, Indore, and Ahmedabad. Our campaign approach till now has been focussed locally on these cities through a multimedia approach. While we do use traditional media like print and outdoor media, we also have robust plans for digital platforms, including social media. This will allow us to reach a broader audience and encourage them to visit our stores and experience Indriya. The festival season is an occasion for jewellery buying across India. Indriya has just launched a few weeks ago with a beautiful campaign which celebrates woman’s love for jewellery. We plan to deeply connect with our customers by introducing a beautifully crafted, festive collection in stores and a new festive campaign that showcases women's love for jewellery in the context of festive occasions.

What is your marketing/ advertising budget for the festive season in 2024?

Indriya is focused on the cities where it has stores so we endeavour to ensure that we are present whenever a prospective customer is thinking of any inspiration for jewellery or exploring her impending purchase. We want to be the brand of consideration for all the in-market audience across our store network so that we drive footfalls into the store and we are confident that our exquisite designs and fine craftsmanship with a wide assortment of products and an immersive store experience would lead them to purchases. The budget for festive is to ensure we have the right threshold on share of voice in each of the cities we are present in to enhance awareness and consideration for Indriya.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

As Indriya has just opened its doors with a presence in a few cities (Delhi, Jaipur, Indore, and Ahmedabad), our customer base would be primarily from these cities. However, we recognise that consumers travel during festival season and that gives us an additional opportunity to attract customers from outside our immediate retail areas. Having said that, the plans would largely be limited to where our stores are located, while targeting the prospective customers traveling through these cities. Digital, Print, and OOH continue to be our lead media choices across markets along with a well-designed outreach plan that includes localized alliances, and in-store events. Our goal is to attract potential customers to try our jewellery and experience our stores first-hand through these coordinated efforts.