Indriya, Aditya Birla Jewellery, has partnered with actor Krithi Shetty as part of a long term association aimed at strengthening the brand’s connection with its target audience. The collaboration begins with the brand’s Akshaya Tritiya 2026 campaign and marks a strategic move to enhance visibility and engagement, particularly among younger consumers seeking a blend of tradition and contemporary design.
Krithi Shetty’s association aligns with Indriya’s positioning around modern Indian women, combining cultural relevance with a contemporary outlook. The partnership is expected to support the brand’s efforts in building stronger recall and resonance across key markets. Through this association, Indriya is looking to leverage celebrity influence to deepen consumer engagement, while continuing to expand its presence in the jewellery segment.
Link to the ad
Sandeep Kohli, CEO, Indriya, said, “At Indriya, we see jewellery as an expression of emotion, aspiration, and endless love. Akshaya Tritiya, is deeply rooted in tradition and cultural significance. Through this campaign and our collaboration with Krithi Shetty, we wanted to celebrate that richness while encouraging consumers to embrace the occasion more fully making it a moment of true indulgence and meaningful expression.”
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, added, “With our Akshaya Tritiya campaign, we wanted to tell a story that feels culturally authentic and emotionally relevant to the audiences. The campaign is brought to life through an intimate narrative that focuses on how a woman experiences jewellery in her own moment. By partnering with Krithi Shetty, we’ve been able to strengthen that connect and make the narrative feel more rooted, relatable, and emotionally resonant.”
Krithi Shetty, said, “My collaboration with Indriya is not just an endorsement but an extension of my personal relationship with jewellery. On the auspicious occasion of Akshaya Tritiya, I am elated to portray my own childhood story which is intertwined with my love for jewellery. Indriya, Aditya Birla Jewellery is a brand that I reckon with and I look forward to a long and prosperous association”
