Rooted in the themes of prosperity, devotion and togetherness, the campaign honours Goddess Lakshmi in every home while bringing alive Indriya’s festive jewellery collection
Mumbai: Indriya from Aditya Birla Jewellery has announced actor Krithi Shetty as its brand ambassador for the southern markets, including Andhra Pradesh, Telangana and Karnataka, ahead of the festive season.
Shetty brings with her a deep cultural connect with these regions while she is a youth icon at an overall level. Marking this milestone, Shetty also takes centre stage as the face of Indriya’s Varalakshmi campaign, a celebration of one of the most significant festive occasions across the South.
Rooted in the themes of prosperity, devotion and togetherness, the campaign honours Goddess Lakshmi in every home while bringing alive Indriya’s festive jewellery collection inspired by cherished traditions and contemporary design. Inspired by the traditions and symbolism that define the festive season, Indriya’s temple jewellery collection re-imagines heritage-inspired artistry through a contemporary lens, celebrating iconic design elements such as intricate ‘nakkashi’ craftsmanship, Goddess Lakshmi motifs, blooming lotuses, graceful peacocks, kasu-inspired elements and temple-inspired detailing. Crafted in rich antique gold finishes and accented with vibrant coloured stones, the collection spans statement necklaces, earrings, bangles, armlets, kamarbandhs and rings, bringing together timeless craftsmanship, contemporary silhouettes and versatile styling for every festive celebration.
At the heart of the campaign is a new brand film featuring Krithi Shetty, set against the backdrop of festive preparations for Varalakshmi. The film captures a heartfelt moment as Shetty chooses a gold necklace for her mother-in-law, a gesture of love, gratitude and admiration for the woman who enriches her life in countless ways. Capturing the emotions, rituals and shared moments that make the festive season so memorable, the film brings alive the thought of gifting gold to a loved one.
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, said, “Varalakshmi marks the beginning of one of the most culturally significant periods for us across the Southern markets where jewellery is deeply intertwined with celebrations, family traditions and expressions of faith. As a brand, we wanted this campaign to reflect that authenticity rather than simply celebrate the occasion. Krithi has already built a strong affinity with audiences through her association with Indriya, and this campaign allows us to deepen that connection in a way that feels both culturally rooted and refreshingly contemporary. Through our festive collection and the campaign that brings it to life, we hope to inspire a new generation of consumers to celebrate traditions with jewellery that honours heritage while embracing modern design.”
Actor Krithi Shetty said, “Traditions and cultural values have always been an integral part of my upbringing, and festivals continue to hold a special place in my life. They are a time for family, gratitude and togetherness, and this campaign beautifully captures that spirit. What I love about Indriya is the way it embraces culture not just as inspiration, but as a part of its story. The festive jewellery collection is a beautiful expression of that philosophy, drawing from heritage-inspired artistry while embracing a contemporary aesthetic that resonates with today’s woman.”
Launching with Varalakshmi and continuing through the festive season, the campaign is being released across Television, digital, Print, outdoor and in-store experiences.
Indriya was launched in July 2024 and has emerged as one of the fastest-growing jewellery retail brands in the country, expanding to 81 stores in less than two years.
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