MUMBAI: Mudra South (Kochi), a unit of Mudra India, 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. Jos Alukkas is one of the largest organized players in jewellery retailing in South India.

The agency has roped in south actor Vijay as the brand ambassador to unveil the brands in a new avatar.

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 managing director John Alukka 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 the new campaign, Mudra South executive creative director Joono Simon 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.”