Indriya, Aditya Birla Jewellery, has announced actor Krithi Shetty as its Brand Ambassador for the Southern markets, ahead of the upcoming festive season. The appointment strengthens the jewellery brand’s connection with audiences across Andhra Pradesh, Telangana and Karnataka, where Shetty has a strong cultural and regional connect, while also positioning her as a youth icon for the wider brand.
Marking the association, Shetty features in Indriya’s new Varalakshmi campaign, which celebrates one of the most significant festive occasions across South India and marks the beginning of the festive season. The campaign brings together themes of prosperity, devotion and togetherness, while showcasing Indriya’s festive jewellery collection that draws from traditional craftsmanship and reinterprets it through contemporary design.
The campaign is built around the idea of celebrating Goddess Lakshmi and the role of jewellery in expressing love, gratitude and family bonds during important occasions. At its centre is a new brand film featuring Shetty against the backdrop of Varalakshmi preparations.
With Shetty’s appointment, Indriya is looking to deepen its engagement with consumers across key Southern markets. The actor’s association with Andhra Pradesh, Telangana and Karnataka gives the brand a regional connect as it enters an important period in the jewellery calendar.
The partnership also comes as Indriya seeks to position itself at the intersection of traditional jewellery and contemporary design. Through Shetty, the brand aims to connect its heritage-inspired collections with a younger consumer base while retaining the cultural relevance associated with festive jewellery.
The Varalakshmi campaign showcases Indriya’s temple jewellery collection, drawing inspiration from traditional motifs and craftsmanship associated with South Indian jewellery.
The collection incorporates design elements including intricate nakkashi craftsmanship, Goddess Lakshmi motifs, blooming lotuses, peacocks, kasu-inspired elements and temple-inspired detailing. The pieces feature rich antique gold finishes and vibrant coloured stones, spanning statement necklaces, earrings, bangles, armlets, kamarbandhs and rings.
The campaign’s new brand film follows Krithi Shetty during festive preparations for Varalakshmi. At the heart of the narrative is a personal gesture as Shetty chooses a gold necklace for her mother-in-law.
The film uses the act of gifting jewellery to explore themes of love, gratitude and admiration, positioning gold not merely as a festive purchase but as a meaningful expression of relationships.
The campaign’s central thought revolves around “gifting gold to the one who is truly golden”, connecting the emotional value of the occasion with the significance traditionally attached to gold during festivals.
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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.”
Speaking about the association, 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.”
FAQs
Who is Indriya’s new brand ambassador for the Southern markets?
Indriya has appointed actor Krithi Shetty as its Brand Ambassador for the Southern markets, with a focus on audiences across Andhra Pradesh, Telangana and Karnataka.
What is Indriya’s Varalakshmi campaign about?
Indriya’s Varalakshmi campaign celebrates the festive occasion through a jewellery collection inspired by traditional temple jewellery, Goddess Lakshmi motifs and South Indian heritage, reinterpreted through contemporary designs.
What jewellery is featured in Indriya’s Varalakshmi collection?
The collection includes necklaces, earrings, bangles, armlets, kamarbandhs and rings, featuring elements such as nakkashi craftsmanship, Lakshmi motifs, lotuses, peacocks and kasu-inspired detailing.
What is the concept behind Indriya’s Varalakshmi campaign film?
The brand film features Krithi Shetty during Varalakshmi preparations as she chooses a gold necklace for her mother-in-law. The film focuses on love, gratitude, family and togetherness, built around the thought of gifting gold to someone who is truly golden.
Where will Indriya’s Varalakshmi campaign be showcased?
The campaign will be rolled out across television, digital, print, outdoor and in-store experiences during the festive season.
