MUMBAI: Mudra South (Kochi) has released a new campaign for Jos Alukkas, titled ‘Ponnil Teertha Bandham‘ (Relationships as Good as Gold) as the key message to mark its new identity.
South superstar Vijay has been roped in as the brand ambassador to unveil the brand‘s new avatar and help spread the message. 
 
Said Jos Alukkas MD John Alukka, "With our expansion plans in the anvil it had become necessary for us to carve a unique niche in the minds of our customers. Our decision to rope in Vijay as our brand ambassador was part of this plan. And Mudra was our clear choice when it came to deciding on a partner who would help us carry out the same."
 
Added Mudra South ECD Joono Simon, "Whether selling jewelry or a mobile service, emotion helps brands find place first in your heart and then in your head. The attempt was to give this spot a feature film quality in terms of story line and treatment. We wanted to give Vijay fans the joy of watching Vijay in a full scale movie. Manoj Pillai from thinkpot productions deserves credit for the flawless execution."

Jos Alukkas is one of the largest organised players in jewellery retailing in the South region. They currently have 19 large retail stores across Kerala, Tamil Nadu, Karnataka and the Middle East.