Indriya Appoints Actor Krithi Shetty as Brand Ambassador for Southern Markets and Launches Varalakshmi Campaign

Aditya Birla Jewellery’s brand Indriya has officially announced actor Krithi Shetty as its Brand Ambassador for Southern markets ahead of the festive season. Krithi, a prominent youth icon with deep cultural connections to Andhra Pradesh, Telangana, and Karnataka, takes center stage as the face of Indriya’s Varalakshmi campaign, which marks the commencement of the festive season across South India.

Festive Collection and Craftsmanship:
Inspired by traditional symbols of prosperity and devotion, Indriya’s festive temple jewellery collection blends heritage artistry with contemporary design. The collection highlights intricate nakkashi craftsmanship, Goddess Lakshmi motifs, blooming lotuses, peacocks, kasu-inspired elements, and temple detailing. Crafted in rich antique gold finishes with vibrant colored stones, the lineup features statement necklaces, earrings, bangles, armlets, kamarbandhs, and rings designed for versatile festive styling.

Brand Film and Narrative:
At the core of the campaign is a new brand film starring Krithi Shetty against the backdrop of Varalakshmi festival preparations. The narrative captures a heartfelt moment as Krithi selects a gold necklace for her mother-in-law, symbolizing love, gratitude, and admiration for the women who enrich family traditions.

Leadership Perspectives:
Shantiswarup Panda, Head of Marketing & Visual Merchandising at Indriya, noted that the campaign reflects cultural authenticity and aims to inspire a new generation of consumers to embrace heritage-inspired modern jewellery. Expressing her enthusiasm, Krithi Shetty shared that the campaign beautifully captures the core values of family, gratitude, and contemporary festive aesthetics.

Multi-Platform Rollout:
Launching with Varalakshmi, the comprehensive marketing campaign will span television, digital, print, outdoor, and in-store retail experiences throughout the festive season.