Jos Alukkas has extended its ‘Second Sunrises’ campaign with a strategic partnership with M4marry, targeting individuals exploring second marriages. The move builds on the brand’s ongoing narrative around new beginnings, positioning jewellery not just as a product but as a marker of life transitions and evolving personal journeys.
The collaboration follows Jos Alukkas’ earlier campaign featuring actor Dulquer Salmaan, which included the ad film ‘My Best Friend’s Wedding’. The film, starring Suhasini Maniratnam and Keerthy Suresh, centred on the emotional dynamic between a mother and son on the day of her wedding. The storytelling reinforced the idea that it is never too late to embrace change, aligning with the campaign’s broader messaging around acceptance and renewal.
As part of its integrated campaign approach, the brand also launched the ‘Second Sunrises’ podcast, hosted by Suhasini Maniratnam. The series features conversations with women from cinema, media, sports and literature, extending the campaign beyond traditional advertising into content-driven engagement. This multi-platform strategy reflects a shift towards deeper audience connection through narratives rooted in lived experiences.
The partnership with M4marry adds a functional layer to the campaign by enabling real-world action. Through the ‘Second Sunrises’ platform, individuals seeking second marriages are offered a structured, secure space to connect with like-minded partners. This aligns with the campaign’s intent to move beyond awareness and actively facilitate change.
John Alukkas, managing director, Jos Alukkas, said, "At Jos Alukkas, we believe in walking the talk. Our campaigns are designed to resonate deeply, reflect real-life values, and inspire progressive conversations around relationships. We are happy that the campaign is opening more dialogue and empowering individuals to take a step in the right direction. Campaigns by Jos Alukkas go beyond storytelling or simply reflecting relationships—we believe everyone should have the courage to shape their own life narratives."
The partnership strengthens its positioning as a platform that supports evolving relationship needs while maintaining cultural relevance. Smitha Vasudevan, head of digital classifieds at Malayala Manorama, M4marry, said, "We are proud to partner with Jos Alukkas in celebrating the power of new beginnings. M4marry's 'Second Sunrises' offers a safe and secure platform for members to connect with those with similar interests and hopes. We trust this platform will serve as a strong foundation, supporting many individuals in discovering new beginnings and building meaningful, lasting relationships. This collaboration reflects our shared commitment to inclusivity, integrity, and the power of genuine companionship. We believe it will help people connect with confidence and embrace relationships with those who resonate with them."
Sheril Maria Abraham, product head, M4marry, added, "M4marry's 'Second Sunrises' is designed to offer a seamless experience for those seeking fresh beginnings. With ‘Second Sunrises,’ we have engineered a global, inclusive platform that addresses the specific requirements of individuals seeking fresh beginnings. Our goal was to eliminate traditional friction points in the matchmaking process, providing a space that respects privacy while fostering genuine connection. Partnering with Jos Alukkas allows us to align our vision with a brand that embodies the values of trust and celebration, ensuring our users feel empowered as they embrace their next chapter."
Overall, the ‘Second Sunrises’ campaign demonstrates how brands are integrating storytelling, content and partnerships to create purpose-led platforms that extend beyond communication into consumer utility.
