The Gitanjali Group has added another jewel to its crown. And this time it's the Baadshah of Bollywood, SRK aka Shahrukh Khan. The Gitanjali Group announced the Bollywood superstar as its new brand ambassador on Sunday at Hotel Trident, BKC.

Who: Shahrukh Khan with Mehul Choksi, CMD, Gitanjali Group
What: Talking about SRK being the brand ambassador of the

The new association highlights the core values of the group- Trust Forever-, which reflects its 46-year legacy, and the confidence that consumers have in the Gitanjali name. This is the first time that the group, which has emerged as the world's largest integrated branded jewellery retailer, has a brand ambassador as its public face.
Shardah Uniyal, GM- Marketing, Gitanjali Group said, "Gitanjali Group has come a long way in the past 46 years. Today, we have presence in USA, China, Japan and over 4000 retail outlets in India. Brands like Asmi, D'damas, Gili, Parineeta, Sangini and Nakshatra are popular with consumers across all segments."

The group has also come out with ad campaigns featuring Shahrukh Khan. The actor features in the print and TVC corporate campaign, which stresses that trust is priceless and rare because it cannot be found easily, once you acquire it and earn it, then the world will be at your feet.

Anushka Sharma joins Shahrukh in the Gitanjali Jewels TVC, where the actor is seen appreciating Anushka's beauty and jewellery. Both the campaigns are conceptualised by JWT Mumbai highlighting the theme- Trust Forever, while director Siddharth Anand has shot the films.

At the event, SRK spoke fondly about Mehul Choksi, CMD, Gitanjali Group and reminisced about the time when the latter had gifted him a bejewelled tie for his Cannes appearance. SRK said, "Winning people's hearts is never easy, and the Gitanjali Group has done it very successfully.

I am very happy to be associated with the Group which has created so many of the leading jewellery brands in India and carved for itself a niche in the hearts of people." A beaming Mehul Choksi, CMD, Gitanjali said, "Trust is one thing that cannot be bought; it has to be built and established through years of performance.

We understand what it takes to win people's trust - a continuous quest for perfection, a commitment to quality and a never-ending passion to stay at the top. These are values that Shahrukh embodies perfectly, besides also being a symbol of loyalty and romance and so when it came to selecting a celebrity to represent our group, the choice was obviously him."