Jos Alukkas has launched a platinum jewellery campaign featuring brand ambassador Dulquer Salmaan. The campaign was launched on May 15, 2026, and will be promoted across digital, print and in-store platforms in India and international markets. The campaign showcases a range of platinum jewellery, including rings, chains, bracelets and contemporary designs for men and women. According to the company, the collection combines traditional craftsmanship with modern design elements.

Varghese Alukkas 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.”

Platinum Guild International is also associated with the initiative. Sujala Martis of Platinum Guild International (India) 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.” She added that the “Men of Platinum” campaign featuring Dulquer Salmaan positions platinum jewellery as an expression of character, values and style for modern consumers.

The company stated that the campaign forms part of its strategy to strengthen its presence in the premium jewellery segment and encourage platinum jewellery purchases for key occasions.