April 16: Indriya, Aditya Birla Jewellery, has brought acclaimed actor Krithi Shetty on board for a long-term collaboration, starting with its Akshaya Tritiya 2026 campaign as part of a strategic effort to strengthen its presence and resonance with its consumers. Known for her contemporary appeal rooted in cultural authenticity, Krithi Shetty resonates strongly with the modern Indriya woman- confident, expressive, and deeply connected to tradition, making her a natural choice for the brand. Rooted in the spirit of Akshaya Tritiya, a festival symbolising abundance, new beginnings, and prosperity, the campaign marks a meaningful moment for Indriya to begin this association. It brings alive the brand’s belief in jewellery buying as an emotional experience rather than just a purchase. The campaign celebrates continuity, tradition, and a woman’s enduring relationship with her jewellery, while inviting consumers to step into Indriya stores this festive season and embrace moments of personal meaning and connection.
The campaign, set against a festive backdrop, captures Krithi in intimate moments of adornment as she discovers and styles intricately crafted Indriya jewellery inspired by the architectural grandeur of temples- layered harams, statement jhumkas, and ornate bangles. The story remains deeply personal to Krithi as she reminisces about her childhood and her love for temple jewellery. Through these moments, the narrative also reflects Indriya’s belief that jewellery is more than adornment, bringing to life the brand’s central thought that a woman’s relationship with her jewellery is deeply intimate rooted in continuity, and guided by an endless love where there is always room for more.
Commenting on the campaign, Sandeep Kohli, CEO, Indriya, said,
“At Indriya, we see jewellery as an expression of emotion, aspiration, and endless love. Akshaya Tritiya, is deeply rooted in tradition and cultural significance. Through this campaign and our collaboration with Krithi Shetty, we wanted to celebrate that richness while encouraging consumers to embrace the occasion more fully making it a moment of true indulgence and meaningful expression.”
Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, added,
“With our Akshaya Tritiya campaign, we wanted to tell a story that feels culturally authentic and emotionally relevant to the audiences. The campaign is brought to life through an intimate narrative that focuses on how a woman experiences jewellery in her own moment. By partnering with Krithi Shetty, we’ve been able to strengthen that connect and make the narrative feel more rooted, relatable, and emotionally resonant.”
Krithi Shetty, opined,
“My collaboration with Indriya is not just an endorsement but an extension of my personal relationship with jewellery. On the auspicious occasion of Akshaya Tritiya, I am elated to portray my own childhood story which is intertwined with my love for jewellery. Indriya, Aditya Birla Jewellery is a brand that I reckon with and I look forward to a long and prosperous association”
The campaign is being amplified through 360-degree media, creating a strong and cohesive festive presence across India.
With this campaign, Indriya continues to strengthen its position as a modern jewellery destination—one that brings together heritage, craftsmanship, and contemporary aspiration for the evolving Indian consumer.
