Kalyan Jewellers – a leading gold jewellery retailer in South India and the jewellery arm of the Kalyan Group, has signed on Nagarjuna – a noted actor of the South India’s film industry (referred to as Tollywood), as its brand ambassador. The jeweller has been following the strategy of signing on various ‘lead male actors’ as its brand ambassadors, which it believes gives it an edge over other jewellery brands which sign on leading female names.

To promote this new association, the retailer has outlined a Rs 50 crore expenditure ‘towards marketing and brand promotions this year, this includes teaser ads and TV commercials featuring Nagarjuna’, reports say.

Besides promoting this new identity, the retailer is looking ahead at expanding its current ‘20 store base’ in South India with another 20 in the country, product enhancement and strengthening its marketing front. The retailer has outlined total investment of Rs 450 crore for its expansion plans.