New Delhi: Jos Alukkas has strengthened its ‘Second Sunrises’ campaign by partnering with M4marry to support individuals seeking second marriages, reinforcing its focus on progressive storytelling and real-life narratives.
The collaboration builds on Jos Alukkas’ recent campaign featuring Dulquer Salmaan and the ad film My Best Friend’s Wedding, starring Suhasini Maniratnam and Keerthy Suresh. The film highlights the emotional bond between a mother and son on the day of her wedding, underscoring the message that new beginnings can happen at any stage of life.
Further extending the campaign, the brand has also launched the Second Sunrises podcast, hosted by Suhasini Maniratnam, featuring conversations with women from cinema, media, sports, and literature.
Commenting on the partnership, 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.”
Smitha Vasudevan, Head of Digital Classifieds at Malayala Manorama, M4marry, added, “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, said, “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.”
The partnership reflects a growing shift among brands and platforms toward addressing evolving relationship narratives and creating inclusive ecosystems that empower individuals to embrace new life journeys.
