Indriya, Aditya Birla Jewellery, has onboarded actor Krithi Shetty as its brand ambassador. The brand has also announced the launch of its Varalakshmi campaign, which marks the beginning of the festive season.
Rooted in the themes of prosperity, devotion and togetherness, the campaign honours Goddess Lakshmi in every home while highlighting Indriya's festive jewellery collection inspired by traditions and contemporary design.
At the heart of the campaign is a brand film featuring Shetty, which is 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.
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Commenting on the campaign, 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.”
Sharing more about the partnership, 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 will be unveiled across television, digital, print, outdoor and in-store experiences.
