BrandBuzz
Indriya, Aditya Birla Jewellery Announces Its Akshaya Tritiya Campaign Centered Around ‘Bada Shagun, Bade Offers’
A Star-Studded Campaign Invites Consumers To An Indriya Store To Usher In A Golden Beginning This Akshaya Tritiya.
Indriya, Aditya Birla Jewellery, has launched its Akshaya Tritiya 2026 campaign centered on the thought, ‘Bada Shagun, Bade Offers’. The campaign, featuring Aditi Rao Hydari, celebrates a woman’s endless love for jewellery, remaining true to the essence of Indriya. The brand, known for celebrating the varied and rich cultural facets of India, has collaborated with popular film and television actors Krithi Shetty, Rupali Ganguly, Drashti Dhami, Sriti Jha, Shivangi Joshi, and Spruha Joshi to deepen the connect with women celebrating auspicious new beginnings across Indian sub-cultures. Through this campaign, Indriya, Aditya Birla Jewellery, aims to touch upon the evolving significance of Akshaya Tritiya and auspiciousness, and how ‘Bada Shagun’ and tradition take meaning for various regions of India during the festival. Building on this insight, Indriya encourages consumers to embrace ‘Bada Shagun,’ with ‘Bade Offers’ enabling a shift from ritualistic buying to a more expressive and indulgent celebration, where jewellery reflects aspiration, emotion, and joy.
Commenting on the campaign, Shantiswarup Panda, Head of Marketing & Visual Merchandising, Indriya, said,
“This campaign builds on a simple yet powerful insight, that Akshaya Tritiya is a day defined by abundance and endless love, where celebration can be as intimate and meaningful as one chooses. Led by Aditi Rao Hydari and strengthened by collaborations with regional actors, the campaign brings alive a nuanced shift in mindset, where jewellery becomes a more personal and indulgent expression of the moment, enabled by generous offers that invite consumers to celebrate prosperity in ways that feel right to them.”
The campaign is being amplified through a 360-degree media approach, creating a strong and cohesive festive presence for the brand during this key period.
With this campaign, Indriya continues to strengthen its position as a modern jewellery destination—one that celebrates heritage while inspiring consumers to express it in more meaningful, aspirational, and abundant ways.
BrandBuzz
GIVA and Kriti Sanon Come Together For A New Era Of Modern Jewellery
Style, Sealed In Silver; Is A Fun New Campaign Film Featuring Kriti Sanon, Marking A New Chapter For India’s Most-Loved Fine Silver Jewellery Brand
GIVA, India’s fastest-growing fine jewellery brand, today announced a landmark partnership with National Award-winning actor Kriti Sanon as its newest brand ambassador and the face of a fun new brand film, cementing a relationship built on genuine conviction in what GIVA stands for.
At the heart of the launch is Style, Sealed in Silver, a fun and elevated campaign film that reflects how today’s consumers wear jewellery, not just for occasions, but as an extension of their identity, mood, and personal style. The film is a deliberate departure from the reverent, occasion-first language of traditional jewellery advertising. It celebrates silver not as a compromise but as a choice, worn with pride, gifted with intention, and sealed in the kind of quality that lasts a lifetime
Speaking about the collaboration, Kriti Sanon Said:
“I have always believed that the jewellery you wear every day says something about who you are, and GIVA understands that beautifully. The brand reflects the confidence, individuality, and self-expression that modern women resonate with today. This is not just a campaign for me, it is a genuine belief in what GIVA is building.”
GIVA has always believed that the right partnership goes beyond visibility; it is about shared vision and genuine resonance. Kriti Sanon embodies the spirit of the modern GIVA woman: confident, accomplished, expressive, and entirely herself. From her National Award-winning performance in Mimi to commercial successes like Crew and Teri Baaton Mein Aisa Uljha Jiya, Kriti has built a career rooted in versatility, authenticity, and breaking convention, values that mirror GIVA’s own disruptive journey in a traditionally gold-dominated jewellery market.
Speaking of the association, Ishendra Agarwal, Founder of GIVA, Said:
From 1 store to 300+, every step of GIVA’s journey has been about one thing: building something real. Kriti choosing to represent GIVA is a reflection of how far this brand has come. She is not just the face of the brand; she is a partner in where we are going, bringing the same energy, authenticity, and ambition to GIVA that she brings to everything she does.
Over the years, GIVA has grown into something we’re deeply proud of, a brand that millions of Indian women have made their own. Kriti becoming part of that story feels like a powerful new chapter for us.”
The campaign rolls out across digital, OTT, and retail touchpoints, with a full 360-degree activation planned across GIVA’s omnichannel network of stores, e-commerce platforms, and social channels.
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