Jos Alukkas has launched a platinum jewellery campaign featuring their brand ambassador, actor Dulquer Salmaan. The campaign marks a bold new chapter for Jos Alukkas, with Dulquer’s charismatic presence and sophisticated persona bringing alive the essence of platinum jewellery as a statement of individuality and timeless luxury.
On the campaign, Varghese Alukkas, Managing Director of Jos Alukkas, said, “At Jos Alukkas, we have always believed in offering jewellery that reflects not just beauty, but also meaning and aspiration. Dulquer Salmaan’s authenticity and contemporary appeal perfectly align with the values of our brand and this exceptional collection. Through this campaign, we aim to inspire a new generation to embrace platinum as a symbol of sophistication and individuality.”
Sujala Martis, Director - Consumer Marketing (India), Platinum Guild International said, “Platinum occupies a distinct space in the men’s jewellery category, combining rarity & strength in a way few precious metals can. Its appeal lies in its understated confidence, making it a compelling choice for modern men seeking jewellery that reflects both personal style and enduring values. The Jos Alukkas’ Men of Platinum campaign, The Icon’s Signature, with Dulquer Salmaan builds on this very aspect and celebrates the actor’s preference for platinum. It clearly signals platinum as the metal of choice for modern men who see jewellery as an expression of character, values and style."
Through this initiative, Jos Alukkas seeks to position themselves as a brand in the luxury jewellery range, which will inspire customers to opt for platinum in their most important occasions. The campaign will be promoted across digital, print, and in-store platforms across India and international markets. With this launch, Jos Alukkas reaffirms its commitment to innovation, excellence, and offering jewellery that celebrates both tradition and contemporary luxury.
