Actor Madhavan is the brand ambassador for Joy Alukkas but to strengthen and increase our brand value. It's true that generally women are associated with gold more so signing Shreya Ghoshal to endorse the Jewelry will fetch them more business.

Joy Alukkas, the Jewelry giant has over one billion dollar turnover. Its overseas head office is based in Dubai, while its corporate head office in India is operating from Cochin, Kerala.

Joy Alukkas released a press note "Shreya Ghoshal has been signed for a communication campaign which will be released very shortly".