Indriya launches Akshaya Tritiya campaign featuring Krithi Shetty

Indriya, Aditya Birla Jewellery’s contemporary fine‑jewellery brand, has unveiled its Akshaya Tritiya 2026 campaign, with a special spotlight on Telugu cinema actor Krithi Shetty. The brand is using her as a regional face to amplify its festive communication in South India, tying her personal association with Akshaya Tritiya rooted in temple visits, family rituals, and heritage jewellery into a broader narrative of “Bada Shagun, Bade Offers”.

The campaign centres on evocative, intimate visuals of women celebrating new beginnings, with Krithi featured in a short film and social‑media content that blend traditional aesthetics and contemporary styling. Indriya is positioning gold jewellery as a symbol of prosperity and emotional gifting, encouraging customers to mark auspicious occasions with meaningful pieces rather than routine purchases.

Alongside Krithi Shetty, the brand is collaborating with several other television and film artists, including Rupali Ganguly, Drashti Dhami, Sriti Jha, Shivangi Joshi, and Spruha Joshi, to create a pan‑India, regionally nuanced campaign. Each artist brings her own cultural context to the festive story, helping Indriya resonate with diverse audiences across India while holding on to its core thought that Akshaya Tritiya is a day of “abundance and endless love”.

Backed by generous offers, flexible payment options, and store‑specific promotions, the campaign aims to blend emotional storytelling with practical incentives for purchase. Indriya is also using social‑first launches, short films, and influencer‑driven activations to stay visible on digital platforms where festive‑planning increasingly begins for younger consumers.

For the brand, this Akshaya Tritiya push is part of a broader strategy to position Indriya as a modern, insight‑driven jewellery destination that respects heritage while speaking to evolving consumer mindsets. By anchoring the campaign with a popular regional star like Krithi Shetty, Indriya not only deepens its cultural credibility but also signals a more personalized, story‑rich approach to festive gifting in one of India’s key jewellery markets.