Indriya’s Varalakshmi campaign celebrates heritage-inspired jewellery reimagined through contemporary design for the festive season.
Hyderabad, 13th August 2026: Indriya, Aditya Birla Jewellery, announced actor Krithi Shetty as its Brand Ambassador, ahead of the festive season. Krithi brings with her a deep cultural connect with regions of AP, Telangana and Karnataka while she is a youth icon at an overall level. Marking this milestone, Krithi also takes centre stage as the face of Indriya’s Varalakshmi campaign, a celebration of one of the most significant festive occasions across the South and the beginning of the festive season. Rooted in the themes of prosperity, devotion and togetherness, the campaign honours Goddess Lakshmi in every home while bringing alive Indriya’s festive jewellery collection inspired by cherished traditions and contemporary design.
Inspired by the traditions and symbolism that define the festive season, Indriya’s temple jewellery collection reimagines heritage-inspired artistry through a contemporary lens, celebrating iconic design elements such as intricate nakkashi craftsmanship, Goddess Lakshmi motifs, blooming lotuses, graceful peacocks, kasu-inspired elements and temple-inspired detailing. Crafted in rich antique gold finishes and accented with vibrant coloured stones, the collection spans statement necklaces, earrings, bangles, armlets, kamarbandhs and rings, bringing together timeless craftsmanship, contemporary silhouettes and versatile styling for every festive celebration.
At the heart of the campaign is a new brand film featuring Krithi Shetty, set against the backdrop of festive preparations for Varalakshmi. The film captures a heartfelt moment as Krithi chooses a gold necklace for her mother-in-law, a gesture of love, gratitude and admiration for the woman who enriches her life in countless ways. Capturing the emotions, rituals and shared moments that make the festive season so memorable, the film brings alive the thought of gifting gold to the one who is truly golden.