Dentsu bags Jos Alukkas' creative duties

The gold jewellery store which has a large presence in the South is the first account win for the agency's recently opened Kochi branch.

Jos Alukkas, a leading jewellery group in southern India, has appointed Dentsu Communications to handle its creative duties. The jewellery brand is the first client for the agency's Kochi branch, which began operations last month.

Jos Alukka, chairman, Jos Alukkas, says that Dentsu Communications won the account for its sound understanding of the market and its ability to help customers to relate with the brand.

Agreeing with him, Jeejo PP, corporate marketing manager, Jos Alukkas, says, "The campaign that broke recently with South super star Vijay and his mother Shobha Chandrashekar is the talk of the town. We're looking forward to do more exciting work with the Dentsu team"

Arijit Ray, CEO, Dentsu Communications, says, "Jos Alukkas is a brand of great stature and enjoys a deep connect with the people in the South. I am sure Saji Jayakumar (who heads the Kochi branch) and the team will work closely with the brand team to take this relationship to the next level."

While the size of business is unknown, the agency states that it's a 'good business win'.

According to Suresh Mohankumar, head, planning, Dentsu Communications, the brand's core communication is 'bandham' (relations). "At a time when most of the stories on jewellery are transactional in nature, it gives us a great opportunity to use this core to further distance Jos Alukkas from competition,"

he adds.

Jos Alukkas began its operations in Trissur, Kerala in 1964. Today, it has presence in the four southern states and one union territory, with 26 showrooms. The brand intends to invest more than Rs 550 crore to expand its presence in the domestic and Asia Pacific region.