Aditya Birla Jewellery’s Indriya has appointed actor Krithi Shetty as its brand ambassador for the southern markets of Andhra Pradesh, Telangana and Karnataka, reinforcing its regional growth strategy ahead of the festive buying season.
The partnership coincides with the launch of Indriya’s Varalakshmi campaign, anchored by a new brand film featuring Shetty. Built around the traditions of festive preparations and jewellery gifting within families, the campaign positions the brand at the intersection of culture, celebration and emotional storytelling.
Brand aligns regional celebrity influence
At the heart of the communication is Indriya’s temple jewellery collection, highlighting traditional craftsmanship through nakkashi work, Goddess Lakshmi motifs, lotus and peacock patterns, kasu-inspired elements and temple architecture detailing. The range spans necklaces, earrings, bangles, armlets, kamarbandhs and rings, reflecting the enduring appeal of heritage-inspired designs during festive occasions.
The campaign film follows Shetty choosing a gold necklace for her mother-in-law, reinforcing jewellery as both a personal expression and a meaningful festive gift. To maximise reach, the campaign will be amplified across television, digital, print, outdoor and in-store touchpoints throughout the festive season.
With regional celebrity endorsements increasingly shaping purchase intent, Indriya is leveraging cultural relevance and festive sentiment to strengthen brand recall in three high-value southern markets.
The Last Word
The strategy reflects a wider industry shift towards hyper-local storytelling, where heritage collections and regional ambassadors work together to drive consumer engagement and accelerate premium jewellery demand during peak festive cycles.