Contestants are required to post a selfie at the ‘Onam Selfie Booth’ at any Jos Alukkas store, wearing the brand’s jewellery, to take a shot at being the face of the brand
Kochi: Jos Alukkas has launched the Jos Alukkas Onam Face Hunt 2026, a campaign that gives women from Kerala an opportunity to participate in a talent hunt contest while connecting the jewellery retailer with consumers during the Onam season as part of its festive marketing strategy. The campaign will culminate with one winner receiving an opportunity to feature in a Jos Alukkas advertising campaign, allowing the retailer to carry the initiative into its wider brand communication.
The campaign is aimed at identifying fresh faces from Kerala, with the contest focusing on women between 18 and 30 years of age. It requires contestants to post a selfie at the ‘Onam Selfie Booth’ at any Jos Alukkas store, wearing the brand’s jewellery, to take a shot at being the face of the brand’s next digital advertising campaign. The brand said it has received a strong response in terms of registrations through its showrooms across Kerala since the initiative began and expects participation to increase over the coming days.
For Jos Alukkas, the campaign provides a way to engage consumers beyond conventional jewellery purchase in a showroom. The initiative gives participants a role in the campaign itself, while creating opportunities for the brand to communicate with an audience that may not necessarily engage with jewellery advertising through traditional product-led messaging.
“The idea behind Jos Alukkas Onam Face Hunt is to give young women an opportunity to step into the spotlight. At its heart, the campaign celebrates individuality and confidence rather than the conventional notions of beauty. It is also to identify and recognize fresh faces from Kerala,” said John Alukkas, Managing Director, Jos Alukkas.
Jewellery is incorporated into the participants’ journey, allowing Jos Alukkas to present its designs through the contestants rather than through a conventional product showcase. As the initiative runs around Onam, the jewellery also becomes part of the festive context while allowing participants to interpret the products through their own styling.
The brand is using its showroom network in Kerala as the touchpoints for participation, while the photo contest and digital communication help extend the campaign beyond physical stores. This combination allows the retailer to connect its offline presence with audience engagement around the contest and generate visibility through participant-led content.
“The campaign allows us to engage with young women in a more participatory way. It also helps us strengthen our reach, visibility and brand recall during the festive season, while moving the conversation beyond a purely transactional jewellery interaction,” Alukkas said.
Initiatives that involve consumers directly can support customer acquisition by creating multiple points of interaction before a purchase decision. A contest can bring prospective customers into stores, generate user-led content and give retailers additional opportunities to introduce their products and brand proposition. For a regional retailer such as Jos Alukkas, tying this engagement to Onam also provides a route to build relevance around a key shopping period while strengthening connections with consumers in Kerala.
The Jos Alukkas group, founded in 1964, was one of the first jewellers to launch a full-fledged online store. The brand has more than 60 showrooms across South India.
Written by Achal Chaubey
Retail Jeweller India Exclusive
