Krithi Shetty Joins Indriya as Brand Ambassador for Southern Markets

Expanding its regional consumer connect, Indriya, the Aditya Birla Jewellery brand, has brought actor Krithi Shetty on board as its brand ambassador for Andhra Pradesh, Telangana and Karnataka.

The partnership marks the launch of Indriya’s Varalakshmi campaign, with Shetty featuring in a new brand film that captures festive preparations and the tradition of gifting jewellery to family members.

The campaign highlights Indriya’s temple jewellery collection, drawing inspiration from nakkashi craftsmanship, Goddess Lakshmi motifs, lotuses, peacocks, kasu inspired designs and traditional temple detailing. The range includes necklaces, earrings, bangles, armlets, kamarbandhs and rings.

In the campaign film, Shetty chooses a gold necklace for her mother in law as part of the Varalakshmi festival preparations. The campaign will be rolled out across television, digital, print, outdoor and in store platforms during the festive season.