Indriya, Aditya Birla Jewellery announces partnership with Krithi Shetty

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.