Dulquer Salmaan Announced as Brand Ambassador of Jos Alukkas
Jos Alukkas, one of India’s most trusted jewellery brands with a legacy spanning over six decades, has announced popular actor Dulquer Salmaan as its new brand ambassador. The association brings together a jewellery house known for craftsmanship and innovation with a star whose appeal cuts across languages, generations, and cultures.
Dulquer Salmaan has carved a unique space in Indian cinema with acclaimed performances across Malayalam, Tamil, Telugu, Kannada, and Hindi films. Known for his refined style, individuality, and quiet confidence, he represents a modern South Indian sensibility. Beyond films, his passion for automobiles and artistic pursuits reflects a deep appreciation for craft and detail—values that strongly align with the philosophy of Jos Alukkas.
As brand ambassador, Dulquer Salmaan will feature in upcoming Jos Alukkas campaigns, highlighting jewellery as an expression of personal style, emotion, and continuity.
Speaking about the association, Varghese Alukkas, Managing Director, Jos Alukkas, said that the brand’s growth has always been rooted in raising standards and earning trust. He highlighted the company’s early adoption of 916 BIS hallmarked gold, even before it became an industry norm, and noted that Dulquer’s clarity of choices and attention to detail resonate with the brand’s journey.
Paul Alukkas, Managing Director, said the partnership comes at a time when Jos Alukkas is expanding its presence and connecting with a wider, more contemporary audience. He added that Dulquer’s ability to connect naturally across age groups and regions mirrors the brand’s diverse customer base.
John Alukkas, Managing Director, stated that Dulquer’s understated confidence and refined persona align well with the brand’s current direction, where design, craftsmanship, and emotion take centre stage.
Expressing his thoughts, Dulquer Salmaan said that Jos Alukkas is a brand he has grown up seeing and admiring. He noted that the brand understands the emotional role jewellery plays in family moments and personal milestones, and added that what makes the association special is its balance of tradition and evolution with changing lifestyles.
The partnership marks the coming together of two journeys shaped by intent, trust, and longevity, reinforcing the values that have guided Jos Alukkas steadily over the years.
