- Legendary captain to spearhead ‘The Responsible Jeweller’ campaign built on transparency, ethics and customer confidence
- Mega 360-degree campaign to reach millions through 450+ stores and multi-platform engagement worldwide
- Partnership blends Dhoni’s legacy of integrity with Malabar’s three-decade commitment to responsible business
- Brand reinforces ethical sourcing, transparent pricing and quality assurance amid evolving consumer expectations
NE FBUSINESS BUREAU
MUMBAI, JULY 28
In a partnership forged on the shared values of trust, integrity and unwavering commitment to excellence, Malabar Gold & Diamonds on Tuesday roped in cricket legend MS Dhoni as its Brand Ambassador, signalling a bold new chapter in the global jewellery retailer’s mission to champion responsible business practices and inspire greater consumer confidence.
The long-term association places one of India’s most respected sporting icons at the heart of Malabar’s flagship ‘The Responsible Jeweller’ campaign, reinforcing the brand’s philosophy that every jewellery purchase should be rooted in transparency, ethical sourcing, uncompromising quality and customer-first values.
The campaign, one of the company’s largest integrated brand initiatives, will span television, print, digital, social media, cinema, radio, outdoor advertising and retail platforms, reaching consumers through more than 450 Malabar Gold & Diamonds showrooms worldwide.
Announcing the association, M.P. Ahammad, Chairman, Malabar Group, said today’s customers expect much more than exquisite jewellery.
“Consumers today expect more from the brands they choose. Beyond exceptional products, they seek transparency, authenticity and confidence in every purchase. We believe the jewellery industry has a responsibility to meet these expectations through ethical business practices, uncompromising quality and a customer-first approach,” he said.
Welcoming Dhoni into the Malabar family, Ahammad added that the former India captain’s reputation for integrity, discipline and consistency perfectly complements the company’s values built over more than three decades.
“MS Dhoni has earned the respect and trust of millions through his integrity, discipline and consistency. We look forward to inspiring greater confidence in jewellery buying while reinforcing our commitment to responsible business practices,” he said.
Widely regarded as one of cricket’s greatest leaders, Dhoni remains the only captain in international cricket to guide India to victory in all three ICC white-ball tournaments. His image as a dependable and humble sporting icon is expected to strengthen Malabar’s positioning as “The Responsible Jeweller.”
Expressing his enthusiasm, MS Dhoni said the partnership was driven by shared principles rather than commercial considerations.
“Throughout my career, I have believed that trust is earned through actions and consistency. That is what makes this association with Malabar Gold & Diamonds meaningful for me,” he said.
Dhoni said the company’s unwavering commitment to transparency, responsibility and customer confidence resonated strongly with him.
“I look forward to supporting Malabar Gold & Diamonds in encouraging more people to make informed jewellery-buying decisions and choose with confidence,” he added.
Malabar Gold & Diamonds said its customer-centric framework, ‘Malabar Promises,’ includes 100% BIS Hallmarked jewellery, 28 quality checks for every natural diamond, transparent pricing with no hidden charges, guaranteed buyback, lifetime maintenance, complimentary insurance, best-value exchange programmes and responsible sourcing practices.
The company said the Dhoni partnership reflects its continuing commitment to ensuring that every piece of jewellery is backed not only by craftsmanship but also by trust, accountability and responsible business practices.
