Jos Alukkas has rolled out its latest brand campaign, ‘My Best Friend’s Wedding,’ featuring actors Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam. 

The film opens on what feels like a rom-com setup, with Dulquer and Keerthy on the road to a wedding. While she is animated, he appears contemplative, his thoughts drifting toward a familiar narrative of a best friend - perhaps a crush, her marriage, and a sense of unspoken longing. He reminisces about the friend - also his first friend, someone he could trust to be there for him at any time of day or night. It's her wedding, and he wonders whether he is truly happy about it.

The twist arrives quietly, without flourish. As the duo arrive at their destination - a traditional Kerala home abuzz with wedding bustle, Dulquer hesitantly steps into the room where the bride is getting ready. The 'best friend' is none other than his mother, (played by veteran actor Suhasini). The reveal leads to a heartwarming reversal of roles, as the son embraces his mother, presents her with a diamond ring, and walks her to the mandap, where her groom awaits.

What we think about it: The campaign works as it resists melodrama, treating the role reversal as emotionally intuitive rather than symbolically radical. By highlighting the emotional upheaval of the characters, the brand reframes tradition as something that can bend quietly without breaking.  

Credits: 

Client: Jos Alukkas 
Agency: Toki 
Production House: Martin Prakkat Films 
Director: Martin Prakkat 
Creative Director: Anjo Jose Kandathil 
Producer: Renjith Nair 
DOP: Cherin Paul 
Music: Niranj Suresh 
Editor: Binu Napolean 
Associate Director: Jayaraj Rajendra Babu, Sarat Prakash 
Line Producer: Vineeth Vijay 
Studio: Studio Skwer 
Assistant Directors: Ria Jogy, Jonah Sebin, Esha Martha, Sarang S 
Unit: Light and Light, Kerala 
Production managers: Prashant, Rijin, Fasil