Aditya Birla’s jewellery brand Indriya on Thursday announced actor Krithi Shetty as its Brand Ambassador for southern markets, timing the announcement ahead of the Varalakshmi festival and the broader festive season.Krithi Shetty, who has cultural ties to Andhra Pradesh, Telangana and Karnataka, will front the brand’s Varalakshmi campaign, which centres on a brand film depicting a woman selecting a gold necklace as a gift for her mother-in-law during festive preparations.The campaign will run across television, digital, print, outdoor and in-store channels through the festive season.At the core of the campaign is Indriya’s temple jewellery collection, which draws on design elements including nakkashi craftsmanship, Goddess Lakshmi motifs, lotus and peacock imagery, and kasu-inspired detailing. The pieces are finished in antique gold and feature coloured stones, spanning necklaces, earrings, bangles, armlets, kamarbandhs and rings.Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the campaign was designed to reflect the cultural role jewellery plays in southern celebrations rather than simply mark the occasion. He added that the brand aims to reach younger consumers by pairing heritage design with contemporary styling.Indriya was launched in July 2024 by the Aditya Birla Group. The brand’s name derives from the Sanskrit word for “five senses” and its product range covers diamonds, precious gemstones and artisanal gold, with a stated focus on bridal and occasion-based jewellery.Varalakshmi Vratham, observed primarily across Andhra Pradesh, Telangana, Karnataka and Tamil Nadu, is considered one of the significant festival-driven retail periods for jewellery in South India.Published on August 13, 2026