Malabar Gold & Diamonds Signs MS Dhoni as Brand Ambassador
Malabar Gold & Diamonds has appointed MS Dhoni as its brand ambassador to strengthen its 'Responsible Jeweller' positioning and build consumer trust.
SociapaHQ
Jewellery retailer Malabar Gold & Diamonds has appointed former India cricket captain MS Dhoni as its brand ambassador in a long-term partnership to strengthen the brand’s positioning around its “Responsible Jeweller” philosophy.
The partnership comes as consumers are increasingly looking for transparency, trust and authenticity when buying jewellery. This association is an initiative by Malabar Gold & Diamonds to strengthen its commitment towards ethical business, responsible sourcing, quality assurance and customer-centric policies.
The company said its “Responsible Jeweller” platform demonstrated responsibility across the whole jewellery value chain, from sourcing and manufacturing through to pricing and after sales services. The initiative is supported by the brand’s customer assurance programme that includes 100% BIS-hallmarked jewellery, quality checks for natural diamonds, transparent pricing, buyback guarantees, lifetime maintenance and exchange benefits.
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Trusted Partnership:
Malabar Gold & Diamonds said its selection of Dhoni was based on his image of integrity, discipline and consistency, which closely mirrors the brand's values.
Commenting on the announcement, M.P. Ahammad, Chairman of Malabar Group, said today's consumers expect more than quality products and increasingly seek confidence and transparency in every purchase.
"MS Dhoni has earned the respect and trust of millions through his integrity, discipline and consistency, qualities that resonate deeply with our own values. We are delighted to welcome him to the Malabar family," Ahammad said.
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Dhoni said the partnership is built on shared values of trust and responsibility.
"Throughout my career, I have believed that trust is earned through actions and consistency. What resonated with me was the brand's commitment to transparency, responsibility and customer confidence," he said.
The campaign will be launched across one of the company’s biggest integrated marketing programmes across television, print, digital platforms, social media, radio, cinema, outdoor advertising and in-store activations.
Malabar Gold & Diamonds will be leveraging its network of over 450 stores across the globe to reinforce its message on responsible jewellery buying to maximise the reach of the campaign.
