Indriya Announces Krithi Shetty As Brand Ambassador For Southern Markets
Indriya, Aditya Birla Jewellery, has announced actor Krithi Shetty as its Brand Ambassador ahead of the festive season, with Shetty also fronting the brand's new Varalakshmi campaign built around its heritage-inspired festive jewellery collection.
- Brand: Indriya, Aditya Birla Jewellery
- Ambassador: actor Krithi Shetty, with a cultural connect to Andhra Pradesh, Telangana and Karnataka
- Campaign: Varalakshmi, marking one of the South's most significant festive occasions
- Collection: temple jewellery in antique gold finishes with nakkashi craftsmanship, Goddess Lakshmi motifs and kasu-inspired detailing
A Campaign Built Around One Gesture
The campaign centres on a new brand film featuring Shetty set against Varalakshmi festive preparations, built around a single moment: Shetty choosing a gold necklace for her mother-in-law as a gesture of love and gratitude.
Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said Varalakshmi marks the beginning of one of the most culturally significant periods across the Southern markets, where jewellery is deeply intertwined with celebrations and family traditions, and that the brand wanted the campaign to reflect that authenticity rather than simply celebrate the occasion.
Krithi Shetty said traditions and cultural values have always been part of her upbringing, and that what she loves about Indriya is the way it embraces culture not just as inspiration but as part of its story, with the festive collection drawing from heritage-inspired artistry while embracing a contemporary aesthetic.
The collection spans statement necklaces, earrings, bangles, armlets, kamarbandhs and rings, built around motifs including blooming lotuses, graceful peacocks and temple-inspired detailing.
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