New Delhi: Amid Prime Minister Narendra Modi’s nationwide appeal to defer gold purchases for one year, Jos Alukkas’ platinum campaign marks a significant category shift in the jewellery industry. The retailer launched its platinum jewellery campaign featuring its brand ambassador, actor Dulquer Salmaan, bringing alive the essence of platinum jewellery as a statement of individuality and timeless luxury.
The campaign reflects Jos Alukkas’ legacy of craftsmanship through an exclusive range of meticulously crafted platinum jewellery pieces, including rings, chains, bracelets and other contemporary designs tailored for both men and women.
Speaking about the campaign, Varghese Alukkas, Managing Director of Jos Alukkas, said the brand believes jewellery is not just a statement of beauty, but also a symbol of identity, meaning and aspiration. With the new platinum range, Jos Alukkas aims to inspire consumers to embrace the white metal as a symbol of sophistication and individuality, while its brand ambassador brings authenticity and contemporary appeal to the brand’s vision.
In a similar vein, Sujala Martis, Director - Consumer Marketing, India, Platinum Guild International, said the campaign clearly signals platinum as a metal of choice for those who see jewellery as an expression of character, values and style.
Although the platinum campaign is fronted by Dulquer Salmaan and carries a strong men’s jewellery narrative, the collection is not limited to men alone. It includes contemporary platinum pieces for both men and women, positioning platinum as a modern luxury choice built around individuality, sophistication and everyday elegance.
