Aditya Birla Jewellery’s Indriya has announced actor Krithi Shetty as its new brand ambassador for the southern markets of Andhra Pradesh, Telangana and Karnataka, strengthening the brand’s connection with one of India’s most important festive jewellery markets.
The partnership arrives alongside Indriya’s new Varalakshmi campaign, where Krithi Shetty stars in a heartwarming festive film celebrating family traditions, gratitude and the joy of gifting jewellery during the auspicious festival.
At the centre of the campaign is Indriya’s latest temple jewellery collection, inspired by South India’s rich artistic heritage. The collection features intricate nakkashi craftsmanship, Goddess Lakshmi motifs, lotuses, peacocks, kasu-inspired patterns and temple-inspired detailing across necklaces, earrings, bangles, rings, armlets and kamarbandhs.
In the campaign film, Krithi is seen choosing a beautiful gold necklace for her mother-in-law as the family prepares for Varalakshmi celebrations. Rather than focusing only on jewellery, the film highlights the emotions of togetherness and the meaningful tradition of passing love through thoughtful gifts.
Speaking about the collaboration, Krithi Shetty shared that festivals have always been an important part of her upbringing and represent family, gratitude and togetherness. She said she admires the way Indriya celebrates culture not just as inspiration, but as a part of its identity, blending heritage with designs that appeal to today’s woman.
Indriya’s marketing team believes the campaign reflects the deep cultural significance of jewellery across southern India, where festive occasions are closely tied to faith, family traditions and celebration. The brand aims to inspire a new generation of consumers with jewellery that honours timeless craftsmanship while embracing contemporary elegance.
The Varalakshmi campaign will be rolled out across television, digital platforms, print, outdoor advertising and Indriya stores throughout the festive season, making Krithi Shetty the face of the brand’s celebrations across the southern markets.