Jos Alukkas Unveils New Platinum Jewellery Campaign Starring Dulquer Salmaan
Jos Alukkas has unveiled a new platinum jewellery campaign featuring brand ambassador Dulquer Salmaan, marking a significant step in the brand’s luxury jewellery journey. Launched on 15th May 2026, the campaign captures the timeless elegance and individuality associated with platinum, brought to life through Dulquer’s charismatic and refined persona.
The campaign introduces an exclusive collection of contemporary platinum jewellery, including rings, chains, bracelets, and other finely crafted pieces designed for both men and women. Blending modern aesthetics with the brand’s long-standing legacy of craftsmanship, the collection reflects sophistication and personal expression.
Speaking about the initiative, Varghese Alukkas, Managing Director of Jos Alukkas, stated that the brand has always focused on jewellery that represents beauty, meaning, and aspiration. He added that Dulquer Salmaan’s authenticity and modern appeal perfectly complement the values of the brand and the spirit of the collection, while also encouraging a new generation to embrace platinum as a symbol of individuality and elegance.
Sujala Martis, Director – Consumer Marketing (India), Platinum Guild International, highlighted platinum’s growing appeal in the men’s jewellery segment, noting that its rarity, strength, and understated confidence make it an ideal choice for modern men. She further shared that the Jos Alukkas Men of Platinum campaign, titled “The Icon’s Signature,” celebrates Dulquer Salmaan’s affinity for platinum and positions the metal as a reflection of character, style, and enduring values.
Through this campaign, Jos Alukkas aims to strengthen its presence in the luxury jewellery segment while inspiring customers to choose platinum for life’s meaningful occasions. The campaign will be promoted across digital, print, and in-store platforms in India as well as international markets, reaffirming the brand’s commitment to innovation, excellence, and contemporary luxury.