Indriya, Aditya Birla Jewellery, has launched its Akshaya Tritiya 2026 campaign centred on ‘Bada Shagun, Bade Offers’, aligning festive jewellery buying with a more expressive consumer narrative. The campaign, unveiled for Akshaya Tritiya, focuses on the cultural significance of auspicious purchases while reframing them through contemporary lifestyle and emotional storytelling. Featuring Aditi Rao Hydari, it highlights a woman’s enduring relationship with jewellery and reflects the brand’s positioning around heritage and modern design sensibilities.
The campaign brings together Hydari alongside film and television actors Krithi Shetty, Rupali Ganguly, Drashti Dhami, Sriti Jha, Shivangi Joshi and Spruha Joshi, aiming to engage women across Indian sub-cultures. By integrating regional representation, Indriya reflects varied interpretations of Akshaya Tritiya and auspiciousness. The creative approach underlines how festive jewellery consumption is shaped by cultural context, where ‘Bada Shagun’ carries different meanings across regions while remaining anchored in shared celebratory practices.
The brand’s intent is to move away from ritual-led purchase behaviour towards a more expressive form of festive indulgence. Through ‘Bade Offers’, Indriya encourages consumers to view jewellery not only as a ceremonial acquisition but also as an aspirational and emotional choice. The insight highlights the evolving significance of Akshaya Tritiya, where prosperity-led buying is increasingly intertwined with personal identity and celebration. This framing supports Indriya’s positioning as a modern jewellery destination balancing tradition and contemporary expectations.
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 amplified through a 360-degree media approach across platforms, ensuring a cohesive festive presence for the brand during Akshaya Tritiya. The integrated communication strategy is designed to maximise reach and reinforce the ‘Bada Shagun, Bade Offers’ proposition across digital film-led storytelling and broader media engagement.
Indriya, the jewellery brand from Aditya Birla Group, was launched in July 2024. Derived from the Sanskrit word for 'five senses,' Indriya embodies elegance, craftsmanship and a sensorial experience. With diamonds, gemstones and artisanal gold, the brand offers jewellery that bridges traditional artistry and modern aesthetics. Indriya stores function as destinations for bridal collections and life celebrations. For brides-to-be, Indriya offers wedding jewellery designed as heirloom pieces blending tradition and modernity. Beyond weddings, it positions jewellery as personal identity and artistry for occasions.
