Patna-based jewellery retailer Shree Hari Jewellers has appointed actor Neil Nitin Mukesh as its brand ambassador, the company announced on August 31.

Shantam Khemka, Director, Shree Hari Jewellers, said the company studied the growing trend of male actors being signed as brand ambassadors before deciding on the partnership. "We wanted someone different, someone stylish," he said, adding that Mukesh fit that positioning.

The retailer also factored in Mukesh's upcoming film projects and his previous collaborations with emerging clothing and lifestyle brands while finalising the association. Khemka said this experience of working with developing brands made the actor relevant to Shree Hari Jewellers, which is itself building its presence as a growing retailer.

The company has already featured Mukesh in newspaper advertisements and is preparing a broader integrated campaign to be shot with him. It also plans to launch a men's jewellery collection under its Classic line in October, ahead of Diwali, backed by an advertising campaign featuring the actor. Khemka said the brand is exploring additional activities around the association, including a proposed event in Mumbai. The tie-up currently covers the brand's presence in Bihar.

Shree Hari Jewellers, established in 2006, operates five stores in Bihar — four in Patna and one in Ara — offering gold and diamond bridal and everyday jewellery collections. The company recorded a turnover of Rs 365 crore in the previous financial year and is targeting Rs 500 crore for the current year.