Malabar Gold & Diamonds has appointed cricketer captain MS Dhoni as its brand ambassador. 

Dhoni will front the jewellery retailer’s ‘The Responsible Jeweller’ platform, which focuses on areas including sourcing, product quality, pricing, manufacturing and customer policies.

As part of the initiative, Malabar Gold & Diamonds will highlight its ‘Malabar Promises’ framework, which includes BIS-hallmarked jewellery, 28 quality checks for natural diamonds, transparent pricing, buyback, lifetime maintenance, complimentary insurance and exchange programmes.

The campaign featuring Dhoni will roll out across television, print, digital, social media, radio, cinema, out-of-home media, retail and the brand’s owned platforms.

The campaign will also run across Malabar Gold & Diamonds’ network of more than 450 stores globally.

The appointment adds Dhoni to the jewellery retailer’s brand communication as it focuses on transparency and responsible practices across its operations and customer experience.

M.P. Ahammad, chairman, Malabar Group, said, "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. That belief has shaped Malabar Gold & Diamonds for over 33 years and continues to guide every decision we make. MS Dhoni has earned the respect and trust of millions through his integrity, discipline and consistency, qualities that resonate deeply with our own values. We are delighted to welcome him to the Malabar family and look forward to inspiring greater confidence in jewellery buying while reinforcing our commitment to responsible business practices."