The jewels in the crown

The Joyalukkas Group has chosen four superstars as their brand ambassadors to connect with the four key regions Joyalukkas jewellery chain is spread across.

The brand endorsement complements and puts in place the new mantra of the renowned global jewellery retail chain, which is ‘be global, touch local’.

The new drive coincides with the jewellery retail chain’s 10th anniversary in India. IT is simultaneously celebrating its 25th anniversary in the Middle-East.

“We are celebrating our 10th anniversary in India and now that our global credentials are well established and understood by the jewellery buying public here, we feel it’s time to connect with them more strongly with our new mantra i.e., ‘be global, touch local’. For this, we have signed four regional superstars, who complement our brand positioning and have very strong following within select regions of India,” said Joy Alukkas, chairman and MD, Joyalukkas Group.

The four brand ambassadors are superstars R Madhavan, Suresh Gopi, Sudeep and Allu Arjun. Joyalukkas has planned an extensive advertising campaign featuring each of the brand ambassadors, which will commence across the regions shortly.
 
They were signed up after extensive research in Tamil Nadu, Kerala, Andhra Pradesh and Karnataka within jewellery shoppers to gauge their popularity and stature prior to which they were evaluated against the Joyalukkas positioning and brand values to see if they complement the brand in all aspects.

R Madhavan, who has been associated with the jewellery retail chain for more than three years now, said, ‘I believe I am a very integral part of the Joyalukkas family now and its been my most favourite endorsement to date. The brand stands for trust, integrity, fashion and innovation, which are the values I am thrilled to be associated with.”

Suresh Gopi said, “This is the first time I am endorsing a brand and I only agreed to be a part of the Joyalukkas family because I admire and respect Joy Alukkas and his phenomenal success inspires me. Brand Joyalukkas is already well established within jewellery lovers and I hope my association with them helps it to bond with their customers even more plus attract more customers to their showrooms.”

Kannada superstar Sudeep said, “This is a first for me too, I have never endorsed a brand before and I feel it is a privilege to start with a brand of Joyalukkas’ stature and renown. Joyalukkas is a global brand with fantastic values and I hope my association with them helps them to grow bigger and stronger.”