Aditya Birla Group’s jewellery brand Indriya has signed actor Krithi Shetty as its brand ambassador in the run-up to the festive season. The company said Thursday that Shetty’s popularity across Andhra Pradesh, Telangana and Karnataka, combined with her broader appeal among younger audiences, made her a natural fit for the role.
Shetty will front Indriya’s Varalakshmi campaign, timed to one of South India’s major festivals and marking the start of the brand’s festive push. The campaign centers on themes of prosperity, devotion and family, and showcases Indriya’s new temple-inspired jewellery line.
That collection draws on traditional South Indian motifs — nakkashi metalwork, images of Goddess Lakshmi, lotus and peacock designs, and kasu-style detailing — rendered in antique-finish gold with coloured stone accents. The lineup includes necklaces, earrings, bangles, armlets, kamarbandhs and rings.
A brand film anchoring the campaign shows Shetty selecting a gold necklace as a gift for her mother-in-law during Varalakshmi preparations, framing the collection around gestures of gratitude within families.
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.”
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.”
The campaign will roll out across TV, digital, print, outdoor and in-store channels through the festive season.
Indriya, launched by the Aditya Birla Group in July 2024, positions itself around bridal and celebratory jewellery spanning diamonds, gemstones and gold craftsmanship, aiming to blend traditional design with contemporary styling.
