Jos Alukkas unveiled its latest brand campaign, My Best Friend’s Wedding, on January 10, 2026. The campaign features actors Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam, and focuses on how weddings are experienced today, emphasising clarity of choice and collective participation.

The campaign film is set around a wedding narrative that unfolds through the perspectives of its three lead characters. According to the company, the story reflects continuity in wedding traditions while acknowledging evolving consumer attitudes towards celebration and commitment.

Jos Alukkas has been associated with wedding jewellery across regions and generations for over six decades. The brand stated that while the format and context of weddings have changed, the importance of coming together to mark commitment remains consistent. Jewellery is positioned within the narrative as an integral but understated part of the occasion.

Varghese Alukkas of 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.” He added that the campaign reflects jewellery as part of such moments “quietly and meaningfully”.

Paul Alukkas of 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 of Jos Alukkas noted, “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.”

The campaign was conceptualized by Toki Creative Collective, Kochi.