Jos Alukkas rolls out wedding campaign with Dulquer Salmaan

“My Best Friend’s Wedding”, a brand new campaign featuring Dulquer Salman, Keerthy Suresh and Suhasini Maniratnam, was launched on January 10, 2026 marking a milestone in the brand’s wedding storytelling journey. The campaign film unfolds within a marriage narrative, seen through the perspectives of its three lead characters. 

Under this association, Dulquer Salmaan will be seen across Jos Alukkas’ forthcoming campaigns, portraying jewellery as a reflection of personal stories, emotions and enduring connections.Over the years, the versatile actor has created an impact across multiple industries spanning Malayalam, Telugu, Tamil and Hindi films, and his endorsement with us is nothing short of an exceptional partnership.

Through this innovative campaign, Jos Alukkas aims at catering to changing customer preferences while maintaining the existing customer base by creating lasting connections. The film captures the essence of modern weddings, showing how Jos Alukkas jewellery complements life’s most significant milestones.

Addressing the initiative, Varghese Alukkas, Managing Director, Jos Alukkas, said, “Weddings have always been moments when people choose companionship and commitment. Over the years, we’ve seen these choices being made with greater clarity and confidence. This campaign reflects our belief that celebration follows intention with jewellery quietly and meaningfully becoming part of that moment”. 

Paul Alukkas, Managing Director, Jos Alukkas, expressed his excitement about the actor joining hands with the brand and noted that Dulquer’s partnership with Jos Alukkas came at a developing phase, when the brand began connecting with contemporary audiences. “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” he said.

John Alukkas, Managing Director, Jos Alukkas, further added “Weddings bring families and loved ones together to celebrate commitment.This film reflects that collective spirit, where the moment feels complete because it is shared and supported by everyone present.”

Jos Alukkas has been at the forefront of turning Indian weddings into meaningful celebrations for over six decades. Though the format and context of modern-day marriages may have changed, the significance of uniting families to mark commitment remains unchanged. With “My Best Friend’s Wedding”, Jos Alukkas continues to uphold its legacy of celebrating authentic moments, embracing not just the cherished traditions of the past but also the spirit of contemporary weddings.