Mumbai: Indriya, the fine jewellery brand from the Aditya Birla Group, has introduced its festive ‘Rangavalli Contest’ to celebrate Vijayadashami and the festive season across southern India. Featuring actor and regional brand ambassador Krithi Shetty, the initiative encourages customers to participate in traditional rangoli-making activities, with 100 winners set to receive 22-karat gold coins weighing 200 milligrams each.
The campaign draws on the cultural significance of rangoli, a traditional art form associated with prosperity, auspicious beginnings and festive celebrations. By inviting participants to create designs featuring Goddess Lakshmi, Indriya is connecting regional festive traditions with an interactive consumer engagement initiative.
As part of the contest, participants can obtain specially designed, pre-cut rangoli stencils featuring Goddess Lakshmi through participating Indriya showrooms, selected newspaper inserts and grocery deliveries made through quick-commerce platforms such as Blinkit and Instamart.
Using the stencil, participants can create rangoli designs with traditional colours, household grains or powdered grains. The completed artwork must then be photographed and shared through a public Instagram or Facebook Story, tagging @indriyajewels and mentioning the participant's city. Alternatively, entries can be submitted through WhatsApp using the QR code provided with the stencil kit.
The brand is also encouraging participants using natural grains or powders to feed any remaining materials to birds after completing their entries, incorporating a sustainability-conscious message into the festive activity.
The contest is open to individuals aged 18 and above residing in eight southern cities: Bengaluru, Hyderabad, Vijayawada, Visakhapatnam, Mangaluru, Guntur, Rajahmundry and Hubli. Entries will be accepted until 22 October 2026, with prize collection facilitated through participating Indriya showrooms in eligible locations.
The initiative combines physical distribution with digital participation, using retail outlets, print media and quick-commerce deliveries to reach consumers across different touchpoints. By connecting an established festive tradition with social media engagement, Indriya is extending its brand communication beyond conventional jewellery advertising.
The campaign also aligns with Indriya's ongoing retail expansion. Backed by the Aditya Birla Group's announced investment commitment of ₹5,000 crore over five years, the brand has expanded to more than 80 stores across over 40 cities since its launch in 2024.
With Krithi Shetty fronting the initiative, Indriya is strengthening its regional engagement while highlighting the cultural traditions associated with Vijayadashami. The contest reflects how jewellery retailers are incorporating interactive activities, digital platforms and local festive customs into their marketing strategies to connect with consumers across emerging and established markets.