Mudra South Wins Creative Duties For Jos Alukkas

Ropes in Superstar Vijay For new campaign to promote the Kerala based jewellery brand.

BestMediaInfo Bureau | Delhi | August 30, 2010

Mudra South (Kochi), a unit of Mudra India, has won the creative duties for Kerala based jewellery brand Jos Alukkas. The agency has also 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.

Superstar Vijay has been roped in as the brand ambassador to unveil the brands new avatar and help spread the key message.

On choosing Mudra, John Alukka, MD, Jos Alukkas said, “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. They have indeed been a big support and I'd like to personally congratulate the team for making this campaign a huge success.”

Commenting on this new campaign, Joono Simon, ECD, Mudra South, said, “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 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.”

Speaking about his role, Vijay said, “It goes without saying that it has been a wonderful experience working on this film and being associated with Jos Alukkas. As a brand that's been synonymous with Gold across Kerala, it was an offer I couldn't say no to. And like the brand, I am a person who strongly believes in relationships as well. Which is why the concept of undying bonds excited me.  I loved the script as my role in the film was very unusual. Kudos to the team at Mudra Advertising who came up with such a unique idea for a Jewellery brand. And thanks to Manoj Pillai and thinkpot productions, this film's got the best out of me.”

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

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