Indriya, Aditya Birla's jewellery brand, has appointed actor Krithi Shetty as its brand ambassador for the southern markets, covering Andhra Pradesh, Telangana and Karnataka.

Shetty features in Indriya's Varalakshmi campaign, which marks the beginning of the festive season for the brand. The campaign focuses on traditional jewellery designs reinterpreted through contemporary styles.

The film features Shetty during Varalakshmi preparations as she selects a gold necklace for her mother-in-law. The film centres on the relationship between the two women and the tradition of gifting gold during the festive occasion.

The new jewellery collection draws on temple jewellery traditions, featuring nakkashi craftsmanship, Goddess Lakshmi motifs, lotuses, peacocks, kasu-inspired elements and temple detailing. The collection includes necklaces, earrings, bangles, armlets, kamarbandhs and rings, with antique gold finishes and coloured stones.

The campaign will run across television, digital, print, outdoor and in-store channels through the festive season.

Shantiswarup Panda, head - marketing and visual merchandising, Indriya, said, “Varalakshmi marks the beginning of one of the most culturally significant periods for us across the Southern markets where jewellery is deeply intertwined with celebrations, family traditions and expressions of faith. As a brand, we wanted this campaign to reflect that authenticity rather than simply celebrate the occasion. Krithi has already built a strong affinity with audiences through her association with Indriya, and this campaign allows us to deepen that connection in a way that feels both culturally rooted and refreshingly contemporary. Through our festive collection and the campaign that brings it to life, we hope to inspire a new generation of consumers to celebrate traditions with jewellery that honours heritage while embracing modern design.”