Mumbai: Indriya Aditya Birla Jewellery has unveiled its Akshaya Tritiya 2026 campaign built around the theme ‘Bada Shagun, Bade Offers’, aiming to tap into the festive sentiment of prosperity and new beginnings.
The campaign features Aditi Rao Hydari and brings together a line-up of popular film and television actors including Krithi Shetty, Rupali Ganguly, Drashti Dhami, Sriti Jha, Shivangi Joshi and Spruha Joshi to deepen engagement with consumers across diverse cultural segments.
Rooted in the evolving meaning of Akshaya Tritiya, the campaign highlights how traditions around auspicious buying are shifting towards more expressive and aspirational consumption. By combining the idea of ‘Bada Shagun’ with ‘Bade Offers’, the brand encourages consumers to move beyond ritualistic purchases and embrace jewellery as a symbol of emotion, celebration, and personal expression.
Indriya Aditya Birla Jewellery, known for celebrating India’s rich cultural diversity, aims to connect with women across regions and subcultures through this multi-faceted campaign, reinforcing its positioning as a contemporary yet heritage-rooted jewellery destination.
Commenting on the campaign, Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya Aditya Birla Jewellery, 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.”
The campaign is being amplified through a 360-degree media strategy, ensuring strong visibility across platforms during the key festive period.
With this initiative, Indriya Aditya Birla Jewellery continues to strengthen its positioning in the market by blending heritage with modern consumer aspirations, encouraging more meaningful and abundant expressions of celebration through jewellery
