Second ad film in ‘One India One Emotion’ series by Jos Alukkas celebrates union of two cultures through marriage

As the South Indian groom’s side presents ornaments from Jos Alukkas’ wedding jewellery collection to the Manipuri bride, the captivating wedding narrative intertwines two distinct cultural backgrounds into a harmonious blend

Chennai: Leading retailer Jos Alukkas has launched the second film in its ‘One India One Emotion’ series, celebrating the unity in diversity across India. The new ad film unfolds a captivating wedding narrative, intertwining two distinct cultural backgrounds into a harmonious blend. This cinematic piece merges the rich traditions, attire and ornamentation of Manipuri and South Indian cultures.

Starring actor R. Madhavan as an acquaintance from the South Indian groom’s side, the film portrays a cross-cultural wedding ceremony. The narrative unfolds as the actor’s character presents ornaments from Jos Alukkas’ wedding jewellery collection to the Manipuri bride, who wears them to complete her bridal ensemble.

Set against the backdrop of a wedding ceremony, the ad film features an enchanting soundtrack, incorporating the rhythmic beats of traditional Manipuri dhol players, enriching the visual experience for viewers. Throughout the video, intricate details of the bridal jewellery are showcased, accentuating the opulence and craftsmanship synonymous with Jos Alukkas. The ad also offers a glimpse into the brand’s latest offerings. 

While the ad celebrates the fusion of two distinct cultures, it also highlights the contrast between the simplicity of the South Indian groom’s attire and the elaborate traditional attire of the Manipuri bride, thereby emphasizing the significance of the bridal jewellery.

“Every wedding reflects the rich tapestry of India’s diverse culture. This intricate beauty is also echoed in the artistry of Indian jewellery. The ad film portrays the essence of this profound beauty of the country,” said Jos Alukka, Chairman, Jos Alukkas.

Notably, Keerthy Suresh and Anarkali Marikar have collaborated for the first time for this debut advertisement in the One India One Emotion series. Diverging from the storyline of the previous ad film, which depicted two best friends from different communities getting married on the same day, this new narrative explores the theme of cross-cultural unity through the lens of a captivating wedding tale.

Earlier, Jos Alukkas’ commercial for the HUID campaign had garnered widespread acclaim, drawing national attention for its innovative story-telling and cultural resonance.

Retail Jeweller India News