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IIJS Premiere 2023:world’s second largest GJ show

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Nearly 45,000 visitors expected, 1,850+ exhibitors,

The world’s second largest gem & jewellery fair, IIJS Premiere 2023 will be held concurrently at JIO World Convention Centre (JWCC) Bandra Kurla Complex from 3rd to 7th August 2023 (Thursday-Monday); and at Bombay Exhibition Centre, NESCO, Goregaon East from 4th to 8th August 2023 (Friday-Tuesday) in Mumbai.

IIJS Premiere 2023 will witness the GJ industry’s biggest gathering of domestic and international buyers, and serve as the primary platform for Indian jewellery manufacturers to network with retailers, enabling both segments to gain insight into product design and demand trends.

As of 31 July, 42,000 visitors including international visitors (including global buyers) from 80+ countries and 800+ cities of India visiting the 39th edition of IIJS Premiere.

IIJS Premiere 2023 will have 1,850+ exhibitors, 3,250+ stalls spread over 70,000+ sq. mtrs of exhibition area.

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BrandBuzz

Indriya OOH in Indore grabs attention, highlight is a pair of oversized 3D earrings

Its marketing initiatives frequently combine visual spectacle with strong brand identity

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Indriya,  continues to redefine the luxury retail landscape with its latest Out-of-Home (OOH) activation in Indore. Strategically situated at the high-velocity Shastri Bridge on MG Road, the brand has deployed a massive 40’ x 42’ installation designed to capture the attention of the city’s most affluent traffic corridor heading toward the historic Rajwada district.

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 Strategy: Beyond the flat frame

While traditional billboards often blend into the urban sprawl, Indriya’s approach leverages Hyper-Physicality to ensure brand dominance.

  • Visual Depth: By breaking the “fourth wall” of outdoor media, the 3D elements showcase intricate design details that standard 2D prints cannot replicate.
  • Signature Identity: The installation utilizes Indriya’s sophisticated signature blue palette, reinforcing immediate brand association with the Aditya Birla heritage.
  • Dual-Store Directives: The creative serves a dual purpose—building aspirational brand equity while providing tactical directional cues to the brand’s premium showrooms on MG Road and Sapna Sangeeta Road.

Market Positioning & Impact

This Indore activation is a microcosm of Indriya’s broader national strategy: merging visual spectacle with high-intent retail placement. Since its 2024 inception, the brand has scaled to over 50 stores by focusing on:

  1. Experiential Storytelling: Transitioning from traditional ads to “events in the street” that resonate with younger, design-conscious luxury consumers.
  2. Competitive Differentiation: In a crowded organized jewellery segment, the use of large-scale 3D installations creates a “stop-and-stare” effect that significantly boosts top-of-mind recall.
  3. Regional Dominance: By targeting major urban arteries like Shastri Bridge, Indriya ensures its design-led philosophy is witnessed by thousands of potential customers daily.

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.In an era of digital saturation, physical “interruption” through dimensional OOH provides a tangible sense of craft and scale, mirroring the craftsmanship of the jewellery itself.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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