Indriya Aditya Birla Jewellery Appoints Krithi Shetty as Brand Ambassador for Akshaya Tritiya Campaign

Indriya: The jewelry venture from Aditya Birla Group, has officially brought acclaimed actor Krithi Shetty on board for a long-term collaboration. This strategic partnership begins with the launch of the Akshaya Tritiya 2026 campaign, designed to strengthen the brand’s presence and resonance with consumers across India. Known for her contemporary appeal rooted in cultural authenticity, Krithi Shetty was chosen as a natural fit for the “Indriya woman”—one who is confident, expressive, and deeply connected to tradition.

Celebrating Abundance and Emotional Connection:
Launched during the auspicious festival of Akshaya Tritiya—a time symbolizing prosperity and new beginnings—the campaign emphasizes the brand’s core belief that purchasing jewelry is an emotional journey rather than a simple transaction. The narrative celebrates continuity and the enduring relationship a woman shares with her jewelry, inviting customers to visit Indriya stores to embrace moments of personal meaning.

The campaign film captures Krithi Shetty in intimate moments of adornment, styling intricately crafted pieces inspired by the architectural grandeur of temples. From layered harams and statement jhumkas to ornate bangles, the story is deeply personal to Krithi as she reminisces about her childhood love for temple jewelry. This reflections Indriya’s central philosophy: jewelry is more than just adornment; it is an intimate expression of an endless love where there is always room for more.

Leadership and Creative Vision:
Sandeep Kohli, CEO of Indriya, noted that the brand views jewelry as an expression of emotion and aspiration. By collaborating with Krithi Shetty, the brand aims to celebrate the richness of tradition while encouraging consumers to indulge in meaningful expression. Shantiswarup Panda, Head of Marketing & Visual Merchandising, added that the campaign focuses on an intimate narrative to ensure the story feels culturally authentic and emotionally relatable to the audience.

Expressing her excitement, Krithi Shetty stated that the collaboration is an extension of her personal relationship with jewelry. She shared that portraying her own childhood story, which is intertwined with her love for traditional designs, makes this association on the occasion of Akshaya Tritiya particularly special.

Comprehensive Market Presence:
The campaign is being amplified through a robust 360-degree media strategy, ensuring a cohesive and strong festive presence nationwide. With this launch, Indriya continues to solidify its position as a modern jewelry destination that masterfully brings together heritage, craftsmanship, and contemporary aspirations for the evolving Indian consumer.