Allu Arjun Joya AllukasIt is a clear sign of heroines taking the endorsement brands away from the top heroes. Some brands like jewelleries and saree brands are mainly targetted to woo in women and improve sales. But the popular faces who were chosen to be brand ambassadors were top heroes in films. Now the trend has changed and heroines are getting back those brands.

One such change is seen, when Samanta replaced Mahesh Babu for South Indian Shopping Mall endorsement and Kareena Kapoor Khan was chosen for Malabar Gold and Diamonds. With the visible increase in sales after the actresses were chosen to represent those respective brands, seems it is the turn of popular jewellery stores Joy Allukas to rethink on their brand ambassadors.

Hrithik Roshan has been the face of Joy Allukas nation-wide; while Allu Arjun, Madhavan, Suresh Gopi and Sudeep have been the regional ambassadors. The company has decided to discontinue of renewing the contract of these popular heroes and is thinking on roping a hot Bollywood heroine as its face for the next fiscal year. Taking the example of Malabar Gold, Joy Allukas wants to have an actress not actors to endorse their brand.