97 Joyalukkas, a leading jewellery house, has announced the appointment of Samantha Ruth Prabhu as its latest global brand ambassador. The actor will represent Joyalukkas’s signature design aesthetic, values, and international ambitions in its upcoming campaigns. In a statement, Joyalukkas Chairman Joy Alukkas emphasized that Samantha embodies the spirit of today’s woman — confident, stylish, and distinctive — aligning with the brand’s ethos of celebrating life’s precious moments.  Samantha, in turn, expressed her delight at joining a brand that “celebrates beauty with substance,” seeing the collaboration as a platform to inspire women to shine with confidence. This association is expected to be rolled out via an integrated global campaign, where Samantha will feature prominently in advertising across offline and digital touchpoints. Notably, Joyalukkas already has actor Kajol as a brand ambassador, meaning the brand will now showcase two global icons to enhance its reach and resonance. With this move, Joyalukkas is doubling down on its positioning as a brand that bridges tradition and modernity — leveraging celebrity influence to deepen its appeal among both heritage-conscious and aspirational consumers. You Might Be Interested In Ogilvy’s Dove “Real Beauty” Wins Creative Strategy Grand Prix Data-Driven Ambitions: WPP Takes Helm of Mastercard’s Global Media Royal Enfield’s Flying Flea EV Brand to Launch Flagship Store in Paris in Early 2026 Walmart Connect Adds “In-Store Moments” Targeting to Bridge Physical and Digital Ads Tom Holland Becomes LEGO Playmaker in High-Energy “Never Stop Playing” Campaign India’s ₹5562B Jewellery Market Sees Ad Pivot
