Jos Alukkas has appointed actor Dulquer Salmaan as its new brand ambassador, bringing together the jewellery retailer and an actor whose work spans multiple Indian film industries.
Salmaan has appeared in Malayalam, Tamil, Telugu, Kannada and Hindi cinema, building a diverse body of work across genres and formats. His cross-regional presence and appeal across age groups have made him one of the more recognisable contemporary actors in Indian cinema.
As part of the association, Salmaan will feature in Jos Alukkas’ forthcoming advertising campaigns. The brand said the communication will position jewellery as a form of personal expression and highlight its role in marking life’s milestones and occasions.
Brand highlights shared values of trust and craftsmanship
Commenting on the association, Varghese Alukkas, managing director, Jos Alukkas, said the partnership reflects a shared approach to quality and decision-making. “At Jos Alukkas, our growth has always been anchored in raising standards and earning trust the right way. Our early adoption of 916 BIS hallmarked gold, well before it became an industry norm, reflected that approach. Dulquer Salmaan’s journey shows a similar clarity in choices and an attention to detail that aligns with how we have built the brand over time,” he said.
Paul Alukkas, managing director, Jos Alukkas, said the timing of the association aligns with the company’s expansion plans and evolving audience outreach. “This association comes at a time when we are expanding our presence and speaking to a wider, more contemporary audience. Dulquer connects naturally across age groups and regions, much like our own customer base. His presence strengthens our ability to stay relevant while remaining true to the trust families place in us,” he said.
John Alukkas, managing director, Jos Alukkas, said the actor’s personality complements the brand’s current direction. “There is a certain ease and refinement in how Dulquer carries himself, both on screen and beyond. That understated confidence aligns well with the direction Jos Alukkas is taking today, where design, craftsmanship and emotion are allowed to speak for themselves,” he said.
Actor reflects on brand association
Speaking on the partnership, Dulquer Salmaan said the association carried personal significance for him. “Jos Alukkas is a brand I have grown up seeing and admiring. It understands the role jewellery plays in family moments and personal milestones. What makes this association meaningful for me is the way the brand respects tradition while continuing to evolve with changing tastes and lifestyles,” he said.
.jpg)
.jpg)
.jpg)
