Jos Alukkas has launched its latest brand campaign, 'My Best Friend’s Wedding', featuring Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam. The campaign explores how weddings are experienced today—shaped by clarity of choice, shared participation and a collective sense of celebration.
With a legacy spanning over six decades, Jos Alukkas has remained closely associated with wedding moments across regions and generations. While the form and context of weddings have evolved over time, the essence of coming together to mark a commitment has endured. 'My Best Friend’s Wedding' draws from this continuity, presenting a narrative that feels settled, assured and reflective of present-day realities.
The film unfolds around a wedding setting where the characters bring distinct perspectives to the story. Dulquer Salmaan represents a contemporary, self-assured presence, Keerthy Suresh reflects familiar sensibilities seen in modern wedding narratives, while Suhasini Maniratnam adds depth informed by experience. Together, they create a balanced portrayal of relationships and shared moments. Jewellery is woven into the narrative naturally, present without emphasis, becoming part of the occasion rather than the focal point.
Speaking about the film, 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, added, “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.”
Sharing insights on the creative approach, Anjo Jose Kandathil, Creative Director and Co-Founder, Toki Creative Collective, Kochi, said “As a creative collective, we are storytellers, and we wanted to tell an interesting story. One that would stay with people and start a conversation. Thanks to our client, we were fortunate to collaborate with some incredible talent from the industry, on and off camera, who were truly aligned with our thinking from the very beginning. Moreover, Jos Alukkas has a legacy of crafting meaningful stories like this one. The brand's history of creating timeless narratives that connect emotionally with people gave us the space to tell this particular story.”
Watch the video here:
With 'My Best Friend’s Wedding', Jos Alukkas continues to reflect weddings as they are lived today—grounded in choice, shared experience and enduring connection—reaffirming its place in moments that are meaningful and remembered.
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