Malabar Gold & Diamonds has named MS Dhoni as its brand ambassador.
The association is centred around the brand’s ‘The Responsible Jeweller’ proposition, which marks its commitment to responsible business practices across the jewellery value chain, such as ethical sourcing, trusted quality, transparent pricing, responsible manufacturing and customer-first policies.
According to the brand, MS Dhoni, who is admired for his integrity, consistency and humility, embodies the values that have defined the brand for over 33 years.
The brand is set to unveil a new campaign with Dhoni, which will roll out through an integrated consumer programme, spanning television, print, digital, social media, radio, cinema, out-of-home media, retail experiences and owned platforms.
Commenting on the development, M.P. Ahammad, Chairman, Malabar Group said, "Consumers today expect more from the brands they choose. Beyond exceptional products, they seek transparency, authenticity and confidence in every purchase. We believe the jewellery industry has a responsibility to meet these expectations through ethical business practices, uncompromising quality and a customer-first approach. That belief has shaped Malabar Gold & Diamonds for over 33 years and continues to guide every decision we make. MS Dhoni has earned the respect and trust of millions through his integrity, discipline and consistency, qualities that resonate deeply with our own values. We are delighted to welcome him to the Malabar family and look forward to inspiring greater confidence in jewellery buying while reinforcing our commitment to responsible business practices."
Sharing more about the partnership, Dhoni said, "Throughout my career, I have believed that trust is earned through actions and consistency. That is what makes this association with Malabar Gold & Diamonds meaningful for me. What resonated with me was the brand's unwavering commitment to transparency, responsibility and customer confidence. I look forward to supporting Malabar Gold & Diamonds in encouraging more people to make informed jewellery-buying decisions and choose with confidence."
