The campaign, which shows the actor wearing typically feminine ornaments, challenges traditional views of masculinity, and presents jewellery as a deeply personal choice
Kochi: In a striking departure from conventional jewellery ads, Vinsmera Jewels recently released an ad campaign featuring veteran Malayalam actor Mohanlal in a candid and unexpected role. The ad – that has since gone viral – captures Mohanlal in a private moment, where he picks up a jewellery set during a shoot and slips away to his vanity van to wear the necklace, bracelet and ring, and dance to the strains of traditional music.
When the team realizes the jewellery set is missing, they look for it everywhere. Finally, the director discovers the bejewelled Mohanlal, and seeing him shocked, an amused Mohanlal bursts out laughing. Mohanlal thus embraces his feminine energy, self-expression and vulnerability, challenging traditional views of masculinity. The simple act of wearing jewellery becomes a statement that questions long-held ideas about gender roles and invites viewers to reconsider the boundaries of personal style.
The campaign, built around the brand’s tagline ‘Truly Irresistible’, presents jewellery not as a marker of tradition, but as something deeply personal and emotionally resonant. “Our new campaign is an expression of Vinsmera’s core belief that truly irresistible beauty knows no bounds of gender, age or convention,” says Dinesh Kambrath, Chairman, Vinsmera Jewels. “With this brand film, we wanted to break the stereotypes traditionally associated with jewellery advertising in India and show that Vinsmera caters to all sections of society.”
The film is being promoted through a multi-platform rollout that includes television, digital placements, print media, and in-store experiences. In addition to paid outreach, the campaign has generated organic traction, particularly on social media, where viewers have responded with their own interpretations and personal stories.
According to Kambrath, the casting of Mohanlal was intended to drive a deeper message. “Having Mohanlal, an icon of strength and tradition, embrace a moment of softness challenges long-held ideas in a way that feels both bold and genuine. It reflects our belief that jewellery is about emotion, self-expression, and beauty, regardless of gender,” he says.
Vinsmera has observed a strong early response to the campaign, particularly from a younger demographic. While the campaign has contributed to brand awareness and visibility, the leadership team sees greater value in the level of engagement it has sparked—both online and in stores. “We’re seeing clear signs that people aren’t just buying jewellery they’re connecting with what it represents,” Kambrath observes. “From social conversations around our brand film to the response to our collections in-store, it’s evident that Vinsmera is creating space for something different in the market.”
The Vinsmera Group, promoted by the Kambrath brothers – Dinesh Kambrath, Anil Kambrath, Manoj Kambrath and Krishnan Kambrath – recently announced that it would invest Rs 2,000 crore over the next two years to establish a gold jewellery retail chain across India and the Gulf region. The first Vinsmera retail outlet opened at Kozhikode in Kerala in April 2025, in the form of a 10,000-sq. ft showroom. As Vinsmera continues its aggressive expansion, the campaign with Mohanlal is expected to remain a key moment in its brand narrative – one that challenges conventional advertising in the jewellery sector and takes a bold new approach to customer engagement.
Founded in 2008, the Vinsmera Group designs and exports jewellery for leading brands across India, the Gulf, the United States and the United Kingdom, with wholesale units located in Dubai, Kannur and Thrissur. Entering retail, it currently operates showrooms in Kozhikode and Kochi in India, and in Dubai, Abu Dhabi and Sharjah in the United Arab Emirates. It is preparing to enter the jewellery retail markets of Singapore, Malaysia, the UK and the USA.
Written by Achal Chaubey
Retail Jeweller India Exclusive
