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Jewellery Brands and their celebrity association

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Celebrities have long been lauded for their beautiful, fashion-forward lives. Additionally, branding a jewellery business requires trust and reliability which is built through these prominent celebrity associations that the audience trust.

So, let’s have a look at some of the jewellery brands that collaborated with famous celebrities to endorse their brands.

Kalyan Jewellers

Amitabh Bachchan, a legendary actor in the Bollywood industry, is the brand ambassador of Kalyan Jewellers, the biggest independently owned jewellery retailer in India. The partnership with Mr. Bachchan underlines the mission of becoming India’s go-to jewellery brand.

After roping Amitabh Bacchan, Mr. T.S. Kalyanaraman, Managing Director of Kalyan Jewellers stated, “Mr. Bachchan’s popularity and stardom at an international level is unparalleled. We want to play aggressively in the consumer space and become the most preferred jewellery retail company in the country. Signing on Mr. Bachchan is a strong step towards the evolution of the Kalyan brand and in line with our brand philosophy of trust and credibility. Kalyan’s products are known for its combination of style and performance and world-class quality. With his remarkable appeal across all sections of people in the country, we are confident Mr. Bachchan will communicate our brand’s attributes to our consumers effectively.”

At the beginning of 2012, in order to spearhead the trend of formalization in the Indian jewellery business, Amitabh Bachchan appeared in Kalyan Jewellers advertisements as the face of our educational campaigns, which were modelled after PSAs. The BIS hallmarking of gold and rate tags was the focus of these advertisements, which at the time were not particularly common in many markets but generated an incredible response from audiences across the nation. Campaigns like “All that glitters…” and “My Gold, My Right” were essential in educating customers all throughout the nation.

The Kalyan Jewellers’ slogan, TRUST IS EVERYTHING, required a concrete interpretation. Amitabh Bachchan sir was the right choice once again, and he was chosen to represent the Trust Campaign, with the first one debuting in July of that year. The jewellery company continues the heritage of Trust Campaigns with redesigned series that highlight a significant problem in the jewellery business. 

Here is a link to the first and most recent Trust advertisements released by Kalyan Jewellers:

Kalyan has a different brand ambassador for each of the southern states: Manju Warrier for Kerala, Prabhu for Tamil Nadu, Shivarajkumar for Karnataka, and Nagarjuna for Andhra Pradesh (AP). Kalyan’s marketing effort was one of the most detailed, costly, and extensive for any jewellery brand, and probably for any brand in the country.

This year, recently Kalyan Jewellers on the auspicious occasion of Onam collaborated with Wamiqa Gabbi and Manju Warrier for its unique ad film. Both of them appear together for the first time in Kaylan Jewellers’ digital marketing film. This unique film expresses the feeling of ‘Togetherness,’ commemorating the sisterhood and timeless relationship shared between sisters through the story depicting the Onam festivities, while promoting the brand’s beautiful selection of jewellery from the temple jewellery collection – Nimah and Muhurat Bridal Collection.


Tanishq signed Deepika Padukone to serve as the company’s brand ambassador in May 2015, making the largest and most popular jewellery brand in India even more powerful.

Deepika Padukone is an independent modern woman who values relationships. She exemplifies the distinctive qualities of solid, forward-thinking relationships which is why she is the perfect face for Tanishq.

Tanishq also has sub-brands which include Rivaah for wedding jewellery, Mia for working women, and Aveer for men’s collection.

In 2019, South Indian actress Nayanthara has been appointed as the new brand ambassador for Titan Ltd’s jewellery brand Tanishq in an effort to increase the brand’s recognition in the southern area.

Deepika Tiwari, Vice President of the marketing division for Titan Jewellery, commented on the new hire in a statement, saying, “We are pleased to welcome Nayanthara as our new brand ambassador for southern regions. The southern markets are important for Tanishq, and we have grandiose ambitions to open new stores, introduce new collections, especially for those regions, and broaden our “Rivaah” range of wedding jewellery for other cultures”.

Nayanthara continued, “Tanishq is an iconic brand, and I’m proud to be a part of it. With this collaboration, I’m quite eager to discover the intriguing, handpicked new range that Tanishq provides to its clients in the southern markets.”

Further, in 2020 for Mia by Tanishq, Mithila Palkar was appointed as its new ambassador and launched a new campaign in order to increase sales ahead of the festive season for their jewellery brand.

Mithila Palkar appeared in a campaign focused on the upcoming Indian festive season and geared towards young millennials and Gen Z. In a statement about her collaboration with the company, Mithila Palkar said: “I am humbled and honoured to be the face of Mia. It is so exciting to represent a jewellery brand, whose brand identity is so close to your own. A brand that is so relatable to yourself and that just makes it so much easier to represent it. I resonate with that identity and the identity resonates with me, and I am extremely excited about this association.”

Mia by Tanishq’s Business Head, Shyamala Ramanan, said: “As a contemporary fine jewellery brand, we’re speaking to the 25-year-old girl, who glides through festivals effortlessly, combining tradition and modernity, and brings her personality to everything she does. All these facets and more come through in the campaign, with Mithila Palkar.”

The campaign depicts a contemporary take on celebrations, highlighting how young millennials and Gen Z today want to personalize and modernize every occasion while promoting happiness and positivity. We may be living in dark times, but there is always light within each of us, Mithila Palkar chimes, “In this crazy world, your light shines through.”

Malabar Gold and Diamonds

The first brand ambassadors of Malabar Gold were tennis star Sania Mirza and Malayalam actor Mohanlal. Later in 2013, Kareena Kapoor was signed as the brand ambassador of the jewellery brand.  MP Ahammed, chairman of Malabar Group stated, “ Kareena Kapoor is an epitome of beauty and style and we are extremely delighted to have her as our brand ambassador. She symbolizes contemporary India and represents the emerging youth of this country. Her presence in our communication will enhance our brand equity and will help us to move seamlessly into the northern Indian market which is our focus for the coming years.”

In 2016, Malabar Gold and Diamonds roped Tamannaah Bhatia as the new face of the jewellery brand. She inaugurated the 26th showroom of Malabar Gold & Diamonds in Bengaluru, Karnataka state. 

Next, Miss World Manushi Chhillar was signed as the new brand ambassador for the brand in 2018. She was the face of the brand’s global campaigns and charity events. To expand the business globally this year the company entered into new markets like Sri Lanka, Bangladesh, US, and Brunei, and associating with Manushi Chillar helped a lot to increase the brand prominence.

Malabar Group Chairman M P Ahammed commented, “First, the world was bowled over by her intelligence in the Miss World contest where she said mother’s job deserved the biggest salary in the world. Then, we all knew she has a big heart too. She had started her humanitarian work as a student, long before her world crown. Manushi and Malabar Group thus share a common passion for making lives better around.”

In 2019, the 62-year-old actor, famous for his versatile acting Anil Kapoor was announced as the new brand ambassador for Malabar Gold & Diamonds. And was seen in the TV advertisement series called ‘Malabar Promises’ endorsing Malabar Gold jewellery.

Here is an advertisement of ‘Malabar Promises’

For the last 5 years, Anil Kapoor has been invited for several store openings of Malabar Group. So it was very logical to collaborate with him. MP Ahammed, chairman of the Malabar Group believed that his fame and reputation will surely boost and complement the brand’s communication strategy and help them to reach their expansion goals in India and throughout the world.

After collaborating with Malabar Gold & Diamonds, Anil Kapoor commented on his relationship with the company, “I only endorse brands that I believe in and can support, as it comes with a lot of responsibility. I am humbled and thrilled that a jewellery brand like Malabar Gold & Diamonds has shown faith in me and chosen me as the face of their brand.” 

A large retail network of 250 stores spread across 10 countries now exists for Malabar Gold & Diamonds. In the upcoming months, the company plans to significantly expand both domestically and internationally.


Alia Bhatt has been named as the first brand ambassador for BlueStone, the top online retailer of exquisite jewellery in India. The fashionable and vibrant young actress will support’s wide selection of gemstones as the company works to solidify its position as the top online source for exquisite fine jewellery in the country.

Alia Bhatt expressed excitement about her first collaboration with a jewellery brand, “I’m quite excited to be part of’s journey. The brand complements my personal style beautifully as it is contemporary, elegant and offers a fantastic range of eclectic designs for every occasion. Today’s modern shopper who is constantly on the move will love the thousands of design options and ease of shopping on”

Founder and CEO of, Gaurav Singh Kushwaha, commented on the partnership, “We are delighted to have Alia Bhatt as the face of brand which has grown strongly over the past few years. We are at an inflection point and a young icon like Alia can help connect with our core audience and enable exponential growth. She is the perfect embodiment of what we stand for – a distinctive style, and a confident and sparkling personality. We look forward to charting an exciting brand journey with her.”

Being a part of BlueStone, Alia was featured in the jewellery brand’s festive campaign. With this campaign, Alia’s face and popularity helped a lot to connect with the target audience like young working women, college girls, etc. and influence as a youth icon.

India’s online jewellery market is expected to reach $2 billion in revenue by 2022 after experiencing recent strong growth. aims to establish a commanding position in this market.

TBZ (Tribhovandas Bhimji Zaveri Limited)

In 2019, the super sparkling Gen-Z star and Bollywood’s most promising celebrity Sara Ali Khan was announced as the official brand ambassador for India’s most trusted and popular jewellery brand TBZ- The Original (Tribhovandas Bhimji Zaveri Limited).

Raashi Zaveri, Director, Tribhovandas Bhimji Zaveri Ltd., spoke in the statement, “It gives us immense pleasure to welcome on board, one of the most promising debutante superstars of Bollywood – Sara Ali Khan. Our new collections are meticulously crafted for today’s modern woman and Sara will play an integral role in promoting the brand’s portfolio further in India. We are excited to work in partnership with Sara and wish to do great work with her in the coming year.” 

Sara Ali Khan appeared in various marketing campaigns as a result of her new partnership with TBZ-The Original. When Sara supported the classic and precious fashion label TBZ-The Original, which is already renowned for its great designs and competence in jewellery, she brought her charm and liveliness to the company.

Recently Sara Ali Khan was seen with her mom for the TBZ advertisement.

So, this is all about jewellery brands and their celebrity association. Collaboration with celebrities has not just been successful in getting consumers to notice the brand, but also to build trust with the audience, giving brands an opportunity to give their jewellery collections a fresh perspective.

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