Jos Alukkas’ ‘Shining of Diamonds in Relationships’ TVC celebrates precious close-knit bonds, new collection

The multilingual ad film evokes emotions of warmth, familiarity, and belongingness during a shared jewellery shopping experience. The TVC is part of the brand’s Winter Diamond Fest and commemorates the launch of ‘Nityara’

Chennai: Keeping pace with seasonal celebrations, Jos Alukkas released a new diamond collection ‘Nityara’ in versatile styles, designs, and motifs as part of their Winter Diamond Fest. These have been launched in the brand’s showrooms in the Southern states of Kerala, Tamil Nadu, Karnataka, Andhra Pradesh, Telangana, and Puducherry. 

To commemorate the launch of these collections, Jos Alukkas also released a multilingual ad film with the theme ‘Shining of Diamonds in Relationships.’ Broadcast in Malayalam, Tamil, Kannada, and Telugu, the TVC depicts a jewellery shopping experience with a woman trying on different diamond necklaces. Surrounded by her friends, family, and her husband who shower coy praise, and give advice and styling tips, the ad film perfectly evokes emotions of warmth, familiarity, and belongingness when in the presence of loved ones – these close-knit relationships shine just as bright as diamonds.

The film aligns with the brand’s values of staying rooted in heritage and custom, cherishes family and depicts the joy which emerges from the shared experience of jewellery shopping which can be treasured as heirlooms for generations to come. The multilingual TVC also strategically tapped into different regional and linguistic customer demographics, evoking curiosity for Jos Alukkas’ Winter Fest and new collections.

As part of the Diamond Festival, the brand has declared that all purchases will get valuable gifts. Those purchasing diamonds valued at Rs 50,000 or more will be gifted a complimentary gold coin.

“Jos Alukkas always values relationships. The ad film depicts the idea of diamonds shining in relationships. As part of the fest, an attractive and innovative collection of diamonds is available. The standout attraction of this festival is the newly introduced premium diamond collection ‘Nityara,’” said Jos Alukka, Chairman, Jos Alukkas.

Retail Jeweller India News