A modern wedding story rooted in choice, companionship and timeless tradition
MUMBAI, Jan 11 (The CONNECT) -Jewellery brand Jos Alukkas has unveiled its latest brand campaign, My Best Friend’s Wedding, featuring Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam, reflecting how weddings today are experienced—with greater clarity of choice and a shared sense of purpose.
For over six decades, Jos Alukkas has been closely intertwined with wedding traditions across regions and generations. While the scale, style and settings of celebrations have evolved, the essence of coming together to mark commitment has remained constant. My Best Friend’s Wedding draws from this continuity, presenting a narrative that feels settled, confident and unforced.
Dulquer Salmaan brings a contemporary ease and assurance to the story, while Keerthy Suresh reflects the familiarity of today’s wedding journeys. Suhasini Maniratnam adds emotional depth shaped by lived experience. Together, the trio lends balance and quiet conviction to the campaign.
Jewellery, as depicted in the film, is not showcased for spectacle but appears naturally—present, personal and integral to the moment.
“Weddings have always marked moments when people choose companionship and commitment,” said Varghese Alukkas, Managing Director, Jos Alukkas. “Over the years, we have seen these choices being made with greater clarity and confidence. This campaign reflects our belief that celebration follows intention, and jewellery remains part of that moment—quietly and meaningfully.”
Anjo Jose Kandathil, Creative Director and Co-Founder of Toki Creative Collective, Kochi, said the narrative was shaped by a clear storytelling intent. “We wanted to tell a story that stays with people and starts a conversation. Jos Alukkas has a legacy of creating emotionally resonant narratives, and that gave us the space to tell this story with sincerity,” he said, adding that the collaboration benefited from strong alignment between the brand, the creative team and the cast from the outset.
