Jos Alukkas Launches "My Best Friend's Wedding" Campaign

Jos Alukkas has launched a new brand campaign titled “My Best Friend’s Wedding,” featuring actors Dulquer Salmaan, Keerthy Suresh, and veteran performer Suhasini Maniratnam.

Conceptualised by Toki Creative Collective, the campaign presents a wedding jewellery campaign that reflects how families and couples approach celebrations today.

The film is set around a modern wedding narrative and unfolds through perspectives shaped by age, experience, and changing social contexts. Dulquer Salmaan represents the present-day groom—measured, assured, and clear in his choices.

Keerthy Suresh brings emotional familiarity to the story, mirroring the thoughts and expectations of today’s bride. Suhasini Maniratnam anchors the narrative with experience, offering a generational perspective that adds context and balance. Together, the characters show how decisions around weddings are now collaborative, considered, and rooted in mutual understanding.

• Jos Alukkas launches “My Best Friend’s Wedding” campaign with Dulquer and Keerthy
• Campaign reflects modern wedding choices shaped by emotion, family, and tradition
• Film presents jewellery as part of shared moments, not the centre of spectacle

Jewellery appears as a natural part of the celebration rather than the centre of attention. The pieces are integrated into moments of conversation, preparation, and ceremony, reinforcing their role in Indian wedding jewellery traditions. This approach aligns with the brand’s view that jewellery gains meaning through the occasions it accompanies, not through spectacle alone.

Speaking about the campaign, brand representatives noted that weddings have evolved while retaining their emotional core. Choices are more deliberate, aesthetics are more personal, and traditions are followed with intention rather than obligation. The campaign reflects these shifts while staying connected to bridal jewellery values and long-held cultural practices.

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From a creative standpoint, the film avoids heightened drama and overt messaging. The advertising film relies on restrained storytelling, familiar settings, and realistic interactions. With celebrity endorsement from Dulquer Salmaan and Keerthy Suresh, and a focus on wedding storytelling, Jos Alukkas reinforces its presence in Indian jewellery advertising by centring people, relationships, and moments that define the occasion.