For over six decades, Jos Alukkas has been closely associated with weddings across regions and generations. While the form and context of these celebrations have evolved over time, the significance of coming together to mark a commitment has remained unchanged. My Best Friend’s Wedding draws from this continuity, presenting a story that is settled and confident.

The film centres on a wedding that unfolds. Dulquer Salmaan brings a contemporary presence that feels assured, Keerthy Suresh adds familiarity drawn from today’s wedding narratives, while Suhasini Maniratnam lends depth shaped by lived experience. Together, they give the story a sense of balance and quiet conviction. Jewellery appears as it always has at such moments, present without announcement, becoming part of how the occasion takes form.

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, said, “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.”

Anjo Jose Kandathil, Creative Director & Co-Founder, Toki Creative Collective (Kochi), said the narrative was guided by a clear intent. “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.”

With My Best Friend’s Wedding, Jos Alukkas continues its long-standing approach of reflecting real celebrations as they are lived today, reaffirming its place in moments that are chosen, shared and remembered.

Over the years, Dulquer has emerged as a rare presence in Indian cinema, equally at ease across Malayalam, Tamil, Telugu, Kannada and Hindi films representing a modern South Indian outlook shaped by refinement, individuality and quiet confidence. Beyond cinema, his interests span automobiles and artistic pursuits reflecting a preference for craft, detail and intent, values that resonate with the way Jos Alukkas has shaped its journey over the years.

As brand ambassador, Dulquer Salmaan will feature across Jos Alukkas’ upcoming campaigns, lending his presence to a narrative that celebrates jewellery as an expression of personal style, emotion and continuity.

Varghese Alukkas, Managing Director, Jos Alukkas said, “At Jos Alukkas, our growth has always been anchored in raising standards and earning trust the right way. Our early adoption of 916 BIS hallmarked gold, well before it became an industry norm, reflected that approach. Dulquer Salmaan’s journey shows a similar clarity in choices and an attention to detail that aligns with how we have built the brand over time.”

Paul Alukkas, Managing Director, Jos Alukkas, said, “This association comes at a time when we are expanding our presence and speaking to a wider, more contemporary audience. Dulquer connects naturally across age groups and regions, much like our own customer base. His presence strengthens our ability to stay relevant while remaining true to the trust families place in us.”

John Alukkas, Managing Director, Jos Alukkas, said, “There is a certain ease and refinement in how Dulquer carries himself, both on screen and beyond. That understated confidence aligns well with the direction Jos Alukkas is taking today, where design, craftsmanship and emotion are allowed to speak for themselves.”

Actor and Brand Ambassador Dulquer Salmaan, said, “Jos Alukkas is a brand I have grown up seeing and admiring. It understands the role jewellery plays in family moments and personal milestones. What makes this association meaningful for me is the way the brand respects tradition while continuing to evolve with changing tastes and lifestyles.”

The partnership brings together two journeys shaped by intent and longevity, reinforcing the approach that has guided Jos Alukkas steadily over the years.

“Dulquer Salmaan is a very fine actor and a very dear friend. I am very happy with the kind of progress he is making with his cinema. I would like to do something with him in the future,” Rana told.

While the two are yet to star in a film together, Rana acted in the 2016 Indian Tamil film “Bangalore Naatkal” — a remake of “Bangalore Days” that had Dulquer playing a pivotal role.

“‘Bangalore Days’… I was a part of its Tamil remake. The film did terribly (at the box office). I wish we hadn’t remade such a beautiful film, but I was just greedy to play the role of (actor) Fahadh Faasil in the original film,” said Rana.

Fahadh played Shivadas in the 2014 Malayalam film “Bangalore Days”.