Jos Alukkas has appointed actor Dulquer Salmaan as its new brand ambassador, bringing together one of India’s most recognisable jewellery houses and a star known for his wide cultural reach. The association signals a clear shift in how the brand wants to speak to today’s jewellery buyer, one who values personal meaning as much as tradition.
With a legacy that spans several decades, Jos Alukkas has built strong equity in South India and among Indian families worldwide. The brand has long been associated with weddings, festivals and milestone purchases. By bringing Dulquer Salmaan on board, it is now aiming to connect with a younger and more contemporary audience without losing its core identity.
Dulquer’s appeal lies in his versatility. From Malayalam cinema to Tamil, Telugu and Hindi films, he has carved out a following that cuts across regions and age groups. His image of understated style and emotional depth aligns well with the idea of jewellery as a form of personal expression rather than just a ceremonial purchase. According to the brand, Salmaan will feature in upcoming campaigns that focus on individuality, modern relationships and evolving traditions.
The move also reflects a broader trend in the jewellery industry, where brands are moving away from purely product led messaging towards storytelling driven by faces consumers relate to. Celebrity associations are no longer just about visibility but about shared values and long term recall.
For Jos Alukkas, this partnership marks an important step in staying relevant in a crowded market while continuing to lean on its heritage of trust and craftsmanship. For Dulquer Salmaan, it adds another dimension to his growing portfolio of brand associations rooted in authenticity and emotional connect.
As the new campaigns roll out, the collaboration is expected to strengthen the brand’s presence across media platforms and reinforce its position as a jewellery label that understands both tradition and change.
