Indriya, the jewellery brand from Aditya Birla Group, has signed on actor Krithi Shetty as brand ambassador for its southern markets – Andhra Pradesh, Telangana and Karnataka.
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The appointment ties in with the launch of the brand’s Varalakshmi campaign, anchored by a festive film starring Shetty and a temple jewellery collection drawing on traditional South Indian motifs. In the film, Shetty is seen picking out a gold necklace for her mother-in-law as part of Varalakshmi preparations, framing the narrative around family, gifting and festive ritual.
The collection itself leans into nakkashi craftsmanship, Goddess Lakshmi motifs, lotuses, peacocks and kasu-inspired detailing, spanning necklaces, earrings, bangles, armlets, kamarbandhs and rings. The campaign will roll out across TV, digital, print, outdoor and in-store formats through the festive season.
Shantiswarup Panda, Head of Marketing & Visual Merchandising at Indriya, said the Varalakshmi period holds deep cultural significance in the South, where jewellery is closely woven into celebration and faith. He added that Shetty’s existing affinity with audiences made her a natural fit to deepen that connection, with the campaign aiming to inspire a new generation to embrace tradition through contemporary design.
Shetty, in turn, spoke of festivals as moments of family and gratitude, noting that Indriya’s approach to culture as an integral part of its brand story – rather than a mere backdrop – resonated with her, particularly in how the festive collection blends heritage artistry with a modern aesthetic.
