Heritage meets Hollywood glamour as Indriya from Aditya Birla Jewellery officially commands the southern markets by naming silver screen icon Krithi Shetty as its brand ambassador. In an explosive entry timed perfectly with the fast-approaching festive season, the country’s fastest-growing jewellery powerhouse expands its footprint to 81 stores while capturing the cultural heartbeat of Andhra Pradesh, Telangana, and Karnataka.
The alliance ignites with the spectacular unveiling of the Varalakshmi campaign, a multi-channel cinematic blitz spanning television, print, digital, and outdoor landscapes. At the emotional core of this grand launch is a moving brand film where Krithi portrays the sacred bond of family, handpicking an antique gold necklace for her mother-in-law amid festive preparations. This visual masterclass acts as the gateway to Indriya’s new festive collection, an exquisite tribute to southern traditions that reimagines temple jewellery for the modern era. Audiences will be mesmerized by statement necklaces, earrings, bangles, and armlets featuring pristine nakkashi craftsmanship, traditional Goddess Lakshmi motifs, blooming lotuses, and majestic peacocks finished in antique gold and vibrant colored stones.
By blending unmatched regional authenticity with contemporary sophistication, Indriya and Krithi Shetty are rewriting the rules of festive luxury, honoring age-old devotion while inspiring a whole new generation to wear their heritage with pride.
News Edit KV Raman
