Indriya, the jewellery brand from Aditya Birla Group, has appointed actor Krithi Shetty as its brand ambassador for the southern markets and unveiled its Varalakshmi campaign ahead of the festive season.
The campaign positions Shetty as the face of Indriya’s festive jewellery collection, drawing on the cultural significance of Varalakshmi celebrations across Andhra Pradesh, Telangana and Karnataka. Rooted in themes of prosperity, devotion and togetherness, the campaign showcases heritage-inspired jewellery reinterpreted through contemporary design.
The collection features temple jewellery elements including nakkashi craftsmanship, Goddess Lakshmi motifs, lotuses, peacocks, kasu-inspired designs and temple detailing. Crafted in antique gold finishes and complemented by coloured stones, the range includes necklaces, earrings, bangles, armlets, kamarbandhs and rings.
At the centre of the campaign is a new brand film featuring Shetty, depicting her selecting a gold necklace for her mother-in-law as an expression of love, gratitude and admiration. Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, said the campaign seeks to combine cultural authenticity with contemporary jewellery design and connect with younger consumers.
While the campaign is focused on southern markets, its emphasis on festive jewellery, traditional motifs and gifting could resonate with Kolkata’s jewellery-led festive consumption, particularly as retailers prepare for the wider festive season.
The campaign will run across television, digital, print, outdoor and in-store platforms.