Featuring actors Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam, the campaign reinforces the brand’s long-standing association with weddings
Thrissur: Jos Alukkas has unveiled its latest brand campaign, My Best Friend’s Wedding, featuring Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam. The campaign reflects how weddings are being experienced today, with clearer choices and a collective approach to marking the occasion.
For over six decades, Jos Alukkas has been associated with weddings across regions and generations. While the context and format of these celebrations have changed, the importance of coming together to mark a commitment has remained consistent. My Best Friend’s Wedding draws from this continuity, presenting a story rooted in how weddings are lived today.
The film follows the unfolding of a wedding. Actor Dulquer Salmaan represents a present-day perspective, while Keerthy Suresh reflects familiar elements seen in current wedding settings. Suhasini Maniratnam brings a perspective shaped by experience. Together, the characters reflect different roles within a shared moment. Jewellery appears as part of the occasion, integrated into the narrative without being positioned as a focal point, reflecting its place within the celebration.
Speaking about the campaign, Varghese Alukkas, Managing Director, Jos Alukkas, said,
“Weddings have always marked moments when people choose companionship and commitment. Over the years, we have seen how those choices are made with greater clarity and confidence. This campaign reflects a belief that celebration follows intention, and jewellery remains part of that moment, quietly and meaningfully.”
Paul Alukkas, Managing Director, Jos Alukkas, said, “Design today is shaped by how people want to live with their jewellery, not only how it appears on a given day. This story reflects that shift, where jewellery belongs to the occasion without drawing attention to itself.”
John Alukkas, Managing Director, Jos Alukkas, said, “Weddings are occasions where people come together to celebrate a commitment. This film reflects that collective spirit, where the moment feels complete because it is shared and supported by everyone present.”
With My Best Friend’s Wedding, Jos Alukkas continues its approach of reflecting weddings as they are experienced today, reinforcing its association with moments that are shared and remembered.
The Jos Alukkas group, founded in 1964, was one of the first jewellers to launch a full-fledged online store. Chaired by Jos Alukkas, the group is today managed by his sons Varghese, Paul and John Alukkas, all designated managing directors. The brand has more than 60 showrooms across South India.
Retail Jeweller India News
