Rooted within the themes of prosperity, devotion and togetherness, the marketing campaign honours Goddess Lakshmi in each house whereas bringing alive Indriya’s festive jewelry assortment
Mumbai: Indriya from Aditya Birla Jewelry has introduced actor Krithi Shetty as its model ambassador for the southern markets, together with Andhra Pradesh, Telangana and Karnataka, forward of the festive season.
Shetty brings along with her a deep cultural join with these areas whereas she is a youth icon at an general stage. Marking this milestone, Shetty additionally takes centre stage because the face of Indriya’s Varalakshmi marketing campaign, a celebration of one of the crucial vital festive events throughout the South.
Rooted within the themes of prosperity, devotion and togetherness, the marketing campaign honours Goddess Lakshmi in each house whereas bringing alive Indriya’s festive jewelry assortment impressed by cherished traditions and modern design. Impressed by the traditions and symbolism that outline the festive season, Indriya’s temple jewelry assortment re-imagines heritage-inspired artistry by way of a up to date lens, celebrating iconic design parts reminiscent of intricate ‘nakkashi’ craftsmanship, Goddess Lakshmi motifs, blooming lotuses, sleek peacocks, kasu-inspired parts and temple-inspired detailing. Crafted in wealthy vintage gold finishes and accented with vibrant colored stones, the gathering spans assertion necklaces, earrings, bangles, armlets, kamarbandhs and rings, bringing collectively timeless craftsmanship, modern silhouettes and versatile styling for each festive celebration.
On the coronary heart of the marketing campaign is a brand new model movie that includes Krithi Shetty, set towards the backdrop of festive preparations for Varalakshmi. The movie captures a heartfelt second as Shetty chooses a gold necklace for her mother-in-law, a gesture of affection, gratitude and admiration for the lady who enriches her life in numerous methods. Capturing the feelings, rituals and shared moments that make the festive season so memorable, the movie brings alive the considered gifting gold to a liked one.
Shantiswarup Panda, Head of Advertising & Visible Merchandising, Indriya, stated, “Varalakshmi marks the start of one of the crucial culturally vital durations for us throughout the Southern markets the place jewelry is deeply intertwined with celebrations, household traditions and expressions of religion. As a model, we needed this marketing campaign to mirror that authenticity quite than merely rejoice the event. Krithi has already constructed a robust affinity with audiences by way of her affiliation with Indriya, and this marketing campaign permits us to deepen that connection in a means that feels each culturally rooted and refreshingly modern. By means of our festive assortment and the marketing campaign that brings it to life, we hope to encourage a brand new era of customers to rejoice traditions with jewelry that honours heritage whereas embracing fashionable design.”
Actor Krithi Shetty stated, “Traditions and cultural values have all the time been an integral a part of my upbringing, and festivals proceed to carry a particular place in my life. They’re a time for household, gratitude and togetherness, and this marketing campaign superbly captures that spirit. What I like about Indriya is the way in which it embraces tradition not simply as inspiration, however as part of its story. The festive jewelry assortment is a wonderful expression of that philosophy, drawing from heritage-inspired artistry whereas embracing a up to date aesthetic that resonates with as we speak’s girl.”
Launching with Varalakshmi and persevering with by way of the festive season, the marketing campaign is being launched throughout Tv, digital, Print, outside and in-store experiences.
Indriya was launched in July 2024 and has emerged as one of many fastest-growing jewelry retail manufacturers within the nation, increasing to 81 shops in lower than two years.
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