Actor Madhavan is the present brand ambassador for Joy Alukkas but to strengthen and increase their brand value and as an acknowledgement of the fact that generally it's women who are associated with gold more than men, the company has signed Shreya Ghoshal to endorse their jewellery line. The company felt that Shreya, being a woman, a international level Indian celebrity and an idol as well as sweet heart to millions of Indians worldwide, will surely help in upscaling their business on a pan world level.
Joy Alukkas, the jewellery giant has over one billion dollar turnover. It's overseas head office is based in Dubai, while it's corporate head office in India is in Cochin, Kerala.
Joy Alukkas released a press note saying, “Shreya Ghoshal has been signed for a communication campaign which will be released very shortly”.
It's ironical that it had to be someone not from Bollywood to have realised the worth and potential of Shreya Ghoshal as a celebrity. Shreya Ghoshal has given her best to Bollywood songs but Bollywood or for that matter even corporate India had never realised her popularity and her commercial worth.
Kudos to Joy Allukas and the Kerala film world and shame on you Bollywood guys and the so called advertising gurus. You guy's live in your own world!
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