Hyderabad: Indriya, Aditya Birla Jewellery, has announced actor Krithi Shetty as its Brand Ambassador for the Southern markets ahead of the festive season. The appointment coincides with the launch of the brand’s Varalakshmi campaign, which celebrates heritage-inspired jewellery through a contemporary design lens.
Krithi Shetty brings a strong cultural connect with audiences in Andhra Pradesh, Telangana and Karnataka, while also having a wider appeal among younger consumers. She features in Indriya’s latest campaign centred on Varalakshmi, one of the significant festive occasions across South India and a marker of the beginning of the festive season.
Rooted in themes of prosperity, devotion and togetherness, the campaign celebrates Goddess Lakshmi and the role of jewellery in festive rituals and family celebrations. The accompanying collection draws inspiration from traditional temple jewellery, reinterpreting elements such as intricate nakkashi craftsmanship, Goddess Lakshmi motifs, blooming lotuses, peacocks, kasu-inspired designs and temple detailing through contemporary silhouettes.
The collection features antique gold finishes with vibrant coloured stones and includes statement necklaces, earrings, bangles, armlets, kamarbandhs and rings.
At the centre of the campaign is a new brand film featuring Krithi Shetty against the backdrop of Varalakshmi preparations. The film follows her as she chooses a gold necklace for her mother-in-law, portraying the gesture as an expression of love, gratitude and admiration.
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, said, “Varalakshmi marks the beginning of one of the most culturally significant periods for us across the Southern markets where jewellery is deeply intertwined with celebrations, family traditions and expressions of faith. As a brand, we wanted this campaign to reflect that authenticity rather than simply celebrate the occasion. Krithi has already built a strong affinity with audiences through her association with Indriya, and this campaign allows us to deepen that connection in a way that feels both culturally rooted and refreshingly contemporary. Through our festive collection and the campaign that brings it to life, we hope to inspire a new generation of consumers to celebrate traditions with jewellery that honours heritage while embracing modern design.”
Krithi Shetty said, “Traditions and cultural values have always been an integral part of my upbringing, and festivals continue to hold a special place in my life. They are a time for family, gratitude and togetherness, and this campaign beautifully captures that spirit. What I love about Indriya is the way it embraces culture not just as inspiration, but as a part of its story. The festive jewellery collection is a beautiful expression of that philosophy, drawing from heritage-inspired artistry while embracing a contemporary aesthetic that resonates with today’s woman.”
The Varalakshmi campaign will continue through the festive season and will be amplified across television, digital, print, outdoor and in-store experiences, as Indriya looks to engage consumers across Southern markets and highlight jewellery as part of meaningful festive occasions.
