Indriya, the jewellery brand from Aditya Birla Group, has announced a long-term partnership with actor Krithi Shetty, beginning with its Akshaya Tritiya 2026 campaign. The collaboration marks a strategic move to deepen the brand’s connection with consumers while reinforcing its cultural and emotional positioning.
Launched around Akshaya Tritiya, the campaign draws on the festival’s symbolism of abundance, prosperity and new beginnings. For Indriya, the association is more than a festive activation. It reflects the brand’s belief that jewellery is not just a purchase, but an emotional experience rooted in tradition and personal expression.
The campaign film presents Krithi Shetty in intimate, reflective moments as she explores and styles Indriya’s jewellery collection. Inspired by the architectural grandeur of temples, the designs include layered harams, statement jhumkas and ornate bangles. Through these visuals, the narrative highlights the enduring bond between a woman and her jewellery, blending heritage craftsmanship with contemporary appeal.
What sets the campaign apart is its personal tone. It captures Krithi reminiscing about her childhood and her early connection with temple jewellery. This storytelling approach aligns with Indriya’s core philosophy that jewellery holds memories, emotions and continuity across generations.
Speaking about the campaign, Sandeep Kohli said the brand views jewellery as an expression of aspiration and emotion. He noted that Akshaya Tritiya is deeply rooted in tradition, making it the ideal occasion to celebrate meaningful purchases and personal indulgence.
Shantiswarup Panda, Head of Marketing and Visual Merchandising, added that the campaign focuses on creating a culturally authentic and emotionally relevant narrative. According to him, the partnership with Krithi Shetty helps strengthen this connection, making the storytelling more relatable for modern consumers.
Krithi Shetty also shared her thoughts on the collaboration, describing it as a natural extension of her personal relationship with jewellery. She expressed excitement about bringing her own childhood memories to life through the campaign and building a long-term association with the brand.
The campaign is being amplified through a 360-degree media strategy, ensuring strong visibility across platforms during the festive season. From digital to in-store experiences, Indriya aims to create a seamless and immersive journey for its customers.
With this initiative, Indriya continues to position itself as a modern jewellery destination that balances tradition with evolving consumer aspirations. By combining cultural storytelling, design innovation and celebrity association, the brand is strengthening its presence in India’s competitive jewellery market.
Subscribe Deshwale on YouTube
