Jos Alukkas has announced actor Dulquer Salmaan as its brand ambassador, marking a new association for the jewellery brand that has operated in India for over six decades. The partnership brings together a legacy jewellery house and an actor known for his cross-regional presence in Indian cinema.
Over the years, Salmaan has built a career spanning Malayalam, Tamil, Telugu, Kannada and Hindi films, establishing a following that cuts across languages, regions and age groups. His public persona, shaped by a mix of refinement, individuality and restraint, extends beyond cinema into interests such as automobiles and artistic pursuits—areas that place emphasis on craft and attention to detail.
As part of the association, Salmaan will feature across Jos Alukkas’ upcoming campaigns, which will focus on jewellery as a marker of personal expression, emotion and continuity rather than ornament alone.
Commenting on the development, 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 when the brand is expanding its footprint and engaging more directly with contemporary audiences. “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, added, “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.”
Salmaan, speaking about the association, said, “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.”
The partnership brings together two journeys shaped by longevity and intent, as Jos Alukkas continues to position itself at the intersection of tradition, design and changing consumer preferences.
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