Malabar Gold & Diamonds has signed on former India cricket captain MS Dhoni as its brand ambassador, backing the jewellery retailer’s ‘Responsible Jeweller’ positioning.
The association will roll out through a multi-platform campaign spanning television, print, digital, social media, radio, cinema, out-of-home and retail, reaching consumers across the brand’s network of more than 450 stores worldwide.
Malabar’s ‘Responsible Jeweller’ platform centres on ethical business practices across the value chain – sourcing, manufacturing, pricing and customer policies. The retailer also pointed to consumer-facing initiatives such as BIS-hallmarked jewellery, buyback, lifetime maintenance, insurance and exchange programmes as part of this positioning.
M.P. Ahammad, chairman, Malabar Group, said today’s consumers expect more than good products – they want transparency, authenticity and confidence in every purchase, a belief that has guided the brand for over 33 years. He said Dhoni’s reputation for integrity, discipline and consistency aligns closely with the company’s own values, adding that the brand is looking forward to building greater confidence in jewellery buying through this association.
Dhoni said trust, in his experience, is built through consistent action rather than words, which is what made the partnership meaningful to him. He pointed to Malabar’s focus on transparency, responsibility and customer confidence as the factors that drew him to the brand, adding that he hopes to help more people make informed, confident jewellery-buying decisions.
The association marks Malabar Gold & Diamonds’ latest move to strengthen its brand credibility through a high-profile face, as competition in India’s organised jewellery retail space continues to intensify.
