The actor will feature in upcoming brand campaigns that position Jos Alukkas’ jewellery for everyday wear and personal milestones, supporting the brand’s ongoing expansion plans
Thrissur: Jos Alukkas has announced actor Dulquer Salmaan as its brand ambassador, a move aimed at strengthening the jewellery retailer’s connection with a wider audience while continuing its established market presence. The association brings together a national jewellery brand with an actor whose work spans multiple Indian language film industries.
Dulquer Salmaan has built a career across Malayalam, Tamil, Telugu, Kannada and Hindi cinema, enabling him to engage with audiences across regions. His public presence extends beyond films, with interests that include automobiles and creative pursuits. According to the company, these aspects align with its long-term focus on craft, process and consistency.
As part of the association, Dulquer Salmaan will feature in upcoming brand campaigns. These campaigns will position jewellery as part of everyday use as well as important personal occasions, reflecting the brand’s intent to remain relevant to changing consumer preferences while maintaining its existing customer base.
Jos Alukkas stated that the partnership is intended to help the brand reach younger consumers without moving away from its core values. The retailer has expanded its footprint over the years and continues to focus on standards related to product assurance and retail practices.
Varghese Alukkas, Managing Director, Jos Alukkas said, “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.”
Paul Alukkas, Managing Director, Jos Alukkas said the association comes at a phase of expansion for the company, with Dulquer Salmaan’s presence helping the brand connect with people across regions and age groups. John Alukkas, Managing Director, Jos Alukkas said the actor’s public image aligns with the direction the brand is taking.
Dulquer Salmaan said he had grown up seeing the Jos Alukkas brand and associated it with family occasions. He added that its balance between tradition and evolving design made the association meaningful for him.
With this announcement, Jos Alukkas signals its intent to strengthen brand recall through a familiar face while continuing its retail growth and marketing plans.
The Jos Alukkas group, founded in 1964, was one of the first jewellers to launch a full-fledged online store. Chaired by Jos Alukkas, the group is today managed by his sons Varghese, Paul and John Alukkas, all designated managing directors. The brand has more than 60 showrooms across South India.
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