Malabar Gold & Diamonds: Enhancing Elegance through Celebrity Endorsements

Explore the journey of Malabar Gold & Diamonds as it shines through quality jewellery and powerful celebrity endorsements. From regional icons to global stars, their carefully chosen ambassadors help connect tradition with modern elegance, creating a timeless appeal across diverse audiences.

There is something truly captivating about how jewellery reflects light, not only the light around us but also the inner light we carry. In a world where brands compete for attention, Malabar Gold & Diamonds has found its glow not by shouting the loudest quietly weaving star power into its story. 

The brand has redefined what it means to connect with consumers, not simply by selling luxury but by crafting emotional moments through carefully chosen celebrity collaborations. Over the years, Malabar Gold & Diamonds has demonstrated that it is not just selling jewellery, it is selling stories, emotions, and memories brought to life by familiar and admired faces.

How Malabar Gold & Diamonds Began

Founded in 1993 by M.P. Ahammed in the quaint city of Kozhikode in Kerala, Malabar Gold & Diamonds began its journey with a simple yet profound mission. To make jewellery more accessible, honest, and elegant for the everyday Indian. At the time, the jewellery industry was scattered. It was dominated by family-run stores, high markups, and minimal transparency.

Malabar challenged that model. It built its name on trust, purity, and scale. It grew from a single showroom into a global brand with over 330 showrooms across 11 countries by May 2023. This isn’t just growth. It’s legacy-building in the purest form.

Strategic Celebrity Collaborations: A Multifaceted Approach

Celebrity endorsements are often perceived as flashy, but when done with intent and cultural awareness, they become something much deeper. Malabar’s collaborations are not about glamour. They are about alignment. The brand doesn’t chase clout. It chooses characters and personalities who match the emotion of each campaign.

1. Suriya: Celebrating Traditions at the Core

Play

In the heart of South India, traditions run deep. By choosing Suriya as its face in Tamil Nadu, Andhra Pradesh, and Kerala, Malabar tapped into a sense of nostalgia and emotional grounding. The campaign wasn’t just about ornaments. It was about festivals, rituals, and moments that define us, with Suriya’s warmth guiding us through them.

2. Kajal Aggarwal: Language as an Emotional Connector

Play

When Kajal Aggarwal featured in Tamil, Telugu, and Kannada ads, something stood out. The language. Malabar didn’t dub or translate. They spoke to people in their voice. Kajal’s elegance, paired with regional dialects, made the jewellery feel more intimate. It’s a reminder that sometimes, connection lies in small details. A word, a tone, a phrase.

4. Tamannaah Bhatia: The Power of FantasyPlay

The ad featuring Tamannaah Bhatia wandering through a mystical forest felt like more than just a visual spectacle, it was a masterstroke in celebrity-driven storytelling. As a beloved actress known for her grace and charm, Tamannaah brought authenticity and magic to the screen. Her presence didn’t just elevate the jewellery; it gave it life. Each piece she discovered in the enchanted forest became more than an ornament, it became a story seen through her eyes. 

5. Kareena Kapoor Khan: Elegance that Balances Eras

Play

With Kareena Kapoor Khan, Malabar hit a sweet spot. Tradition and modernity, both in one. Whether she wore bold diamonds or heirloom gold, Kareena embodied today’s woman. Rooted, yet free. Her presence gave Malabar’s Mine and SwarnaKriti collections a timeless identity. The kind that doesn’t age. It only evolves. Her endorsement wasn’t just about wearing the jewellery, it was about embodying the brand’s values. Kareena’s versatility as an actress and public figure allowed Malabar to speak to a wider audience, from brides looking for cultural connection to urban buyers seeking elegance with edge.

Do You Own a Jewellery Brand?

6. Anil Kapoor: Trust, Styled with Experience

Play

When Malabar brought in Anil Kapoor, the tone shifted. It became about responsibility. Through him, the brand emphasized policies like lifetime maintenance, buyback, and transparency. There’s something about his persona that says you’re in good hands. This campaign marked a shift from luxury to legacy.  There’s a reassuring quality to his presence, the kind that says, “You’re investing in something safe. Something real.”

7. Alia Bhatt: A Personal Touch

• Brides of India

Play

The Brides of India campaign featured Alia Bhatt and Anil Kapoor, celebrating the diversity of Indian brides. It highlighted different cultures and how each bride has her unique style and jewellery, all equally beautiful. The campaign showed Malabar’s range in catering to various traditions, connecting emotionally with brides from every background. As a celebrity who is admired for both her talent and versatility, Alia’s endorsement lent credibility and aspiration to the brand. Young women saw themselves in her. Her involvement made the message personal, not promotional.

• Solitaire One

Play

In the Solitaire One campaign, Alia Bhatt appears in an elegant gown, showcasing the natural solitaire diamond collection. The campaign celebrates life’s special moments with simplicity and grace, positioning the solitaire diamond as a timeless symbol of love and cherished memories. Positioning the natural solitaire diamond as a timeless symbol of love, Solitaire One leaned on Alia’s celebrity to reinforce the idea that true elegance lies in simplicity.

8. Jr NTR: Reinforcing Responsibility Through Star Power

Play

Malabar Gold & Diamonds partnered with Jr NTR, one of South India’s most respected actors, to bring forward a message rooted not in glamour, but in trust, responsibility, and authenticity. Known for his strong screen presence and grounded personality, Jr NTR was the perfect choice to represent Malabar’s values beyond just luxury.

In the campaign, Jr NTR spoke about Malabar as a "responsible jeweller". A brand committed to ethical sourcing, transparent policies, and long-term value. His endorsement added weight to the message, especially in markets where audience trust is deeply tied to the face behind a brand.

9. Regional Collaborations: Deep-Rooted Impact

Beyond Bollywood, Malabar has always celebrated India’s rich cultural landscape by choosing stars who speak to local audiences in their language, values, and traditions.

• Prarthana Behere: Maharashtrian Charm

In Maharashtra, Prarthana Behere’s campaign brought out the elegance of Maharashtrian traditions. Her understated charm resonated with viewers and made the jewellery feel like part of every woman’s story. Not just an accessory for the privileged few.

• Sabyasachi Mishra: Odisha’s Heartbeat

Play

In Odisha, Sabyasachi Mishra starred in a beautiful campaign called Amara Porampara Amara Malabar. It followed a girl’s journey through life. From childhood to womanhood. With jewellery marking each chapter. Watching it, I felt this gentle reminder. Jewellery isn’t just for occasions. It’s a part of our becoming.

Do You Own a Jewellery Brand?

10. Exclusive Collections: Designing for Everyone

Malabar doesn’t believe jewellery is only for women. Through exclusive collections, the brand has made a statement. Elegance has no gender. Partnering with MS Dhoni, Malabar launched a sleek platinum collection for men. Dhoni, known for his calm strength and minimal style, reflected the collection’s essence perfectly. It wasn’t loud or flashy. It was confident.

Emotional Campaign: Where Jewellery Meets Humanity

A Very Special Bride: Honouring a Dream

Play

Among Malabar’s most heartfelt moments is the story of Dhannya, a young girl battling cancer. After watching one of the brand’s videos, she left a comment expressing her wish to wear Malabar jewellery and be part of a photoshoot someday. Moved by her words, the brand made that dream come true. They arranged a special photoshoot just for her, dressing her in a beautiful gown and adorning her with stunning Malabar pieces. More than just a campaign, this gesture reflected the brand’s deep compassion and commitment to making even the simplest dreams come alive.

Educating for a Better Tomorrow

Malabar’s sense of responsibility isn’t just reflected in policies. It shows in action. In 2024, they pledged ₹16 crore in scholarships for over 21,000 girl students across India. For a brand built around women and families, this initiative felt natural. Empowering women through education is an investment in brighter futures. Not just for them but for all of us.

The Real Impact of Celebrity Endorsements

Celebrity endorsements often begin with visibility. But with Malabar, they end with trust. These stars aren’t just faces. They’re vessels of emotion, tradition, and aspiration. Each one helps a different segment of the audience feel seen.

Recently, with Alia Bhatt as the brand ambassador, Malabar and designer Rhea Kapoor created a custom piece featuring rare European cut diamonds set in oxidized rustic gold. Alia wore this exquisite jewellery with a custom Gucci saree at Cannes, marking both her and Malabar’s debut on this prestigious global stage. It wasn’t just a glamorous appearance. It was a moment of cultural pride. The impact of such celebrity endorsements is clear, as reflected in Google Trends data, showing a noticeable spike on 27th May 2025, the day after Alia showcased the piece on 24th May.

Conclusion: More Than Jewellery

What Malabar Gold & Diamonds has built is more than a jewellery brand. It’s a legacy crafted through storytelling, elegance, and empathy. Every campaign, every piece, every partnership. It’s all a part of a larger narrative, one that makes space for beauty, tradition, and dreams.
And maybe that’s why, even as I write this, I find myself smiling. Not because the jewellery is pretty, which it is. But because it feels personal. Malabar doesn’t just shine on people. It brings out the light that was already there.

Want your next campaign to shine as gracefully and powerfully as Malabar Gold & Diamonds?