Indriya, the jewellery brand under the Aditya Birla Group, has announced a long-term partnership with Telugu actor Krithi Shetty, launching the association with its Akshaya Tritiya 2026 campaign, the company announced.
The campaign centres on temple-inspired jewellery, featuring pieces such as layered harams, jhumkas and bangles. Shetty, who has a personal connect with temple jewellery rooted in her childhood, features in an intimate campaign film that draws on that narrative. The film is available on YouTube.
Sandeep Kohli, CEO of Indriya, said the brand views jewellery as an expression of emotion and aspiration, and chose Akshaya Tritiya — a festival associated with prosperity and new beginnings — as a deliberate moment to launch the collaboration. Shantiswarup Panda, Head of Marketing and Visual Merchandising, said the partnership with Shetty was aimed at making the brand’s storytelling feel culturally grounded and emotionally relevant.
The campaign is being distributed across 360-degree media channels nationally.
Indriya was launched in July 2024 and derives its name from the Sanskrit word for the five senses. The brand offers diamonds, precious gemstones and artisanal gold, positioning itself as a destination for both bridal and everyday jewellery. It is one of the Aditya Birla Group’s newer consumer retail ventures.