Malabar Gold & Diamonds has announced the appointment of actor Manasi Parekh as its brand ambassador.

With this association, the brand aims to educate customers on responsible and transparent gold purchasing.

Recently awarded the National Award for Best Actress for her performance in the Gujarati feature film Kutch Express, Parekh will represent the brand over the next two years, connecting with an intent to connect with national and international Gujarati audiences.

To spotlight this collaboration, the brand has launched a campaign featuring Parekh, centred around a captivating film. The film showcases Parekh adorned in Malabar’s exquisite jewellery collection, spanning traditional gold designs, modern rose gold diamond styles and versatile everyday accessories. Set against relatable, everyday moments—like a baby shower, a bridal shower, a chat between neighbours about gold purchases, and celebratory occasions—the campaign captures the emotional resonance and practical value of choosing jewellery from a trusted source. Each scene underscores the joy of gifting and the confidence that comes with a transparent, reliable buying experience.

Parekh's style in the campaign reflects her personal blend of effortless chic with a deep sense of heritage. 

The campaign has been activated across multiple platforms, including TV, print, digital media, social media, and hoardings, with a specific focus on reaching the Gujarati community.

MP Ahammed, chairman, Malabar Group, said, “We selected Manasi Parekh for this campaign because of her strong cultural roots in Gujarat, which makes her a perfect ambassador for our brand among Gujarati customers. Renowned for her impactful work in both television and film, Manasi resonates across generations, adding broad appeal to our campaign. Her alignment with Malabar Gold & Diamonds' values of responsibility and authenticity strengthens our message around fair pricing and ethical practices. Her warm, approachable presence naturally opens up a conversation about Malabar’s commitment to transparent gold buying, making this campaign genuinely meaningful to the people of Gujarat and the diaspora worldwide.”