Indriya, Aditya Birla Jewellery, on April 16 announced a long-term partnership with actor Krithi Shetty, beginning with its Akshaya Tritiya 2026 campaign, as the brand looks to deepen consumer connect and expand its market presence. The campaign, launched around Akshaya Tritiya, highlights themes of prosperity, continuity and new beginnings, positioning jewellery as an emotional experience rather than a transactional purchase. Krithi Shetty, known for her contemporary yet culturally rooted appeal, is projected as a reflection of the “modern Indriya woman” — confident, expressive and tradition-driven.
Set against a festive backdrop, the campaign film shows the actor engaging with temple-inspired jewellery designs such as layered harams, statement jhumkas and ornate bangles, while drawing from personal memories tied to jewellery. The narrative underscores the brand’s belief in a woman’s enduring and intimate relationship with jewellery. Sandeep Kohli, CEO of Indriya, said the campaign aims to celebrate tradition while encouraging consumers to embrace the occasion as a moment of indulgence and expression. Shantiswarup Panda, Head of Marketing, added that the storytelling focuses on emotional and cultural authenticity.
In Kolkata, where gold buying during Akshaya Tritiya holds strong cultural significance, Indriya’s campaign is expected to drive festive footfall and consumer engagement. The city’s preference for traditional yet contemporary jewellery aligns with the brand’s temple-inspired designs, positioning Indriya to tap into rising aspirational demand while reinforcing its identity as a modern jewellery destination. The campaign is being promoted through a 360-degree media strategy across India.