Indriya, from Aditya Birla Group, has launched its ‘Akshaya Tritiya’ campaign built around the theme ‘Bada Shagun, Bade Offers’. The campaign is being supported through a 360-degree media plan, covering multiple platforms to build visibility during the festive period.
The campaign features Aditi Rao Hydari and focuses on the cultural and emotional significance of jewellery during the festival. It highlights how jewellery continues to play a central role in marking auspicious occasions and personal milestones.
To expand regional relevance, the brand has collaborated with actors including Krithi Shetty, Rupali Ganguly, Drashti Dhami, Sriti Jha, Shivangi Joshi and Spruha Joshi. The campaign reflects how Akshaya Tritiya is observed across different regions, with variations in customs and cultural meaning.
According to the brand, the campaign also looks at the evolving nature of festive buying, where consumers are moving beyond ritual-driven purchases to more expressive and aspirational choices. The idea of ‘Bada Shagun’ is positioned alongside ‘Bade Offers’, linking tradition with contemporary consumption behaviour.
Link to the campaign
Commenting on the campaign, Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, said, “This campaign builds on a simple yet powerful insight, that Akshaya Tritiya is a day defined by abundance and endless love, where celebration can be as intimate and meaningful as one chooses.”
“Led by Aditi Rao Hydari and strengthened by collaborations with regional actors, the campaign brings alive a nuanced shift in mindset, where jewellery becomes a more personal and indulgent expression of the moment, enabled by generous offers that invite consumers to celebrate prosperity in ways that feel right to them.” he added.
