Indriya Went From Zero To 50M+ Views In A Year. Here's How.

When Aditya Birla Group launched Indriya in July 2024, it wasn't just a new name in jewellery. It was a brand that wanted to make its mark in the category. 

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But how do you build emotional equity for a brand-new jewellery label in a market already crowded with legacy names and loyal customers?

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So we started where every great story starts. With a blank page. Zero followers, zero content, and one clear brief: build digital presence, elevate brand storytelling, and spark genuine emotional connection.

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Every piece was crafted through the power of storytelling, not promotions. From celebrities and selected creators & influencers to regional voices like Amruta Khanvilkar and Kinjal Dave, we scaled trust through every face and every frame right from the start.

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Our execution process included:

• Crafting platform-first content rooted in emotion and storytelling and not just aesthetics.
• Activating across the full calendar - bridal campaigns, festive collaborations for Diwali and Akshay Tritaya, store launches, and collection drops.
• Scaling regional authenticity to make Indriya feel both aspirational and deeply familiar.

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And in just one year, a blank page became a digital landmark:

• 375K+ Instagram followers built from scratch
• 50M+ views across platforms
• 4.5% engagement rate, 4x higher than competitors
• 1M organic Facebook followers

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Most importantly, everyone listened because when excellent storytelling meets flawless execution, every post, every frame and every caption is crafted with intent. 

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The Key Takeaway

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Choosing the right influencers for the right brand isn't luck. It's a craft, and that's exactly what our Schbang Fluence team brought to every collaboration. But none of it moves without the creative team behind the curtains, the ones who gave every campaign its idea, its direction, and its soul. Because when the right faces carry the right words, magic is truly inevitable.

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And that's how we turned a jewellery launch into a movement. 

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If you want your brand's story to outlast the scroll, reach out at bd@schbang.com