The collaboration ties in with the brand’s practice to go beyond story-telling to actually help people to shape their own life narratives
Chennai: Jewellery retailer Jos Alukkas has taken its ‘Second Sunrises’ campaign forward by partnering with M4marry, a matrimony app for South Indian communities, to encourage individuals seeking second marriage.
The collaboration builds on Jos Alukkas’ recent campaign featuring actor Dulquer Salmaan, which included the launch of the ad film ‘My Best Friend’s Wedding’. The film starred Suhasini Maniratnam and Keerthy Suresh and beautifully portrayed the emotional bond between a mother and son on the day of her wedding, reinforcing the idea that it is never too late to embrace new beginnings.
Further strengthening this narrative, Jos Alukkas also introduced its podcast ‘Second Sunrises’, hosted by actor and film-maker Suhasini Maniratnam, featuring inspiring conversations with women from cinema, media, sports and literature.
Commenting on the partnership,John Alukkas, Managing Director, Jos Alukkas, said, “At Jos Alukkas, we believe in walking the talk. Our campaigns are designed to resonate deeply, reflect real-life values, and inspire progressive conversations around relationships. We are happy that the campaign is opening more dialogue and empowering individuals to take a step in the right direction. Campaigns by Jos Alukkas go beyond story-telling or simply reflecting relationships—we believe everyone should have the courage to shape their own life narratives.”
Smitha Vasudevan, Head of Digital Classifieds at Malayala Manorama, M4marry, said, “We are proud to partner with Jos Alukkas in celebrating the power of new beginnings. M4marry’s ‘Second Sunrises’ offers a safe and secure platform for members to connect with those with similar interests and hopes. We trust this platform will serve as a strong foundation, supporting many individuals in discovering new beginnings and building meaningful, lasting relationships. This collaboration reflects our shared commitment to inclusivity, integrity and the power of genuine companionship. We believe it will help people connect with confidence and embrace relationships with those who resonate with them.”
Sheril Maria Abraham, Product Head, M4marry, said, “M4marry’s ‘Second Sunrises’ is designed to offer a seamless experience for those seeking fresh beginnings. With ‘Second Sunrises,’ we have engineered a global, inclusive platform that addresses the specific requirements of individuals seeking fresh beginnings. Our goal was to eliminate traditional friction points in the matchmaking process, providing a space that respects privacy while fostering genuine connection. Partnering with Jos Alukkas allows us to align our vision with a brand that embodies the values of trust and celebration, ensuring our users feel empowered as they embrace their next chapter.”
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.
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