The brand touches upon the evolving significance of Akshaya Tritiya and how ‘Bada Shagun’ is important for people during the festival
Mumbai: Indriya from Aditya Birla Jewellery has launched its Akshaya Tritiya 2026 campaign, centered on the tagline ‘Bada Shagun, Bade Offers’. Featuring brand ambassador Aditi Rao Hydari, the campaign celebrates a woman’s endless love for jewellery, remaining true to the essence of Indriya. The brand has collaborated with popular film and television actors Krithi Shetty, Rupali Ganguly, Drashti Dhami, Sriti Jha, Shivangi Joshi and Spruha Joshi to deepen the connect with women celebrating auspicious new beginnings across Indian sub-cultures in extensions of the campaign.
Through this campaign, Indriya aims to touch upon the evolving significance of Akshaya Tritiya, and how ‘Bada Shagun’ and tradition take meaning for various regions of India during the festival. Building on this insight, Indriya encourages consumers to embrace ‘Bada Shagun,’ with ‘Bade Offers’ enabling a shift from ritualistic buying to a more expressive and indulgent celebration, where jewellery reflects aspiration, emotion and joy.
Commenting on the campaign, Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, said,“This campaign builds on a simple yet powerful insight, that Akshaya Tritiya is a day defined by abundance and endless love, where celebration can be as intimate and meaningful as one chooses. Led by Aditi Rao Hydari and strengthened by collaborations with regional actors, the campaign brings alive a nuanced shift in mindset, where jewellery becomes a more personal and indulgent expression of the moment, enabled by generous offers that invite consumers to celebrate prosperity in ways that feel right to them.”
The campaign is being amplified through a 360-degree media approach, creating a strong and cohesive festive presence for the brand during this key period.
With this campaign, Indriya continues to strengthen its position as a modern jewellery destination, that celebrates heritage while inspiring consumers to express themselves in more meaningful ways.
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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