Mumbai: Jos Alukkas has unveiled a new platinum jewellery campaign featuring its brand ambassador Dulquer Salmaan, marking a fresh push into the premium and contemporary luxury jewellery segment.
Launched on May 15, the campaign positions platinum jewellery as a symbol of individuality, sophistication and timeless luxury, with Dulquer Salmaan’s contemporary appeal and screen presence forming the centrepiece of the brand narrative.
The campaign showcases an exclusive range of platinum jewellery collections, including rings, chains, bracelets and contemporary designs crafted for both men and women. According to the company, the collection blends traditional craftsmanship with modern aesthetics, reflecting evolving consumer preferences in the luxury jewellery category.
Commenting 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 the initiative, Jos Alukkas aims to further strengthen its positioning in the luxury jewellery segment while encouraging customers to consider platinum jewellery for milestone occasions and personal expression.
The campaign will be promoted across digital, print and in-store platforms in India as well as international markets. With the launch, the brand said it continues to focus on innovation, craftsmanship and premium product offerings that blend tradition with contemporary luxury trends.
