{{Gitanjali Group}} have recently announced Bollywood superstar {{Shahrukh Khan}} as its new brand ambassador. This is the first time that the Group, which has today emerged as the world’s largest integrated branded jewellery retailer, has a brand ambassador as its public face. This new association highlights the all-encompassing core value of the Group – Trust Forever – which reflects its 46-year legacy, and the confidence that consumers have in the Gitanjali name.%% During its 46-year history, it has won the trust and confidence of consumers across the country for the quality of its products and design, and the fact that it was one of the first jewellers to offer consumers hallmarked gold and certified diamonds.%% {{Mehul Choksi}}, CMD, Gitanjali Group, says, “Trust is one thing that cannot be bought; it has to be built and established through years of performance. We understand what it takes to win people’s trust – a continuous quest for perfection, a commitment to quality and a never ending passion to stay at the top. These are values that Shahrukh embodies perfectly, besides also being a symbol of loyalty and romance and so when it came to selecting a celeb to represent our group, the choice was obviously him.”%% SRK, as he is popularly known, is one of the biggest brands in Bollywood today with a huge fan following that has developed over a career spanning more than two decades. Talking about the association, Shahrukh Khan says, “Winning people’s hearts is never easy, and the Gitanjali group has done it very successfully. I am very happy to be associated with the Group which has created so many of the leading jewellery brands in India and carved for itself a niche in the hearts of people.”%% Simultaneously, Gitanjali has also unveiled its new corporate campaign featuring Shahrukh Khan, which will project the core value of the group – Trust Forever, both in the electronic and print mediums.%% The Bollywood superstar will, along with {{Anushka Sharma}}, will also be endorsing {{Gitanjali Jewels}}, the flagship retail chain from the Gitanjali Group.%%