Joyalukkas’ latest ad featuring Kajol, Amruta Subhash reminds jewellery lovers about thanking true friends

Joyalukkas’ latest video commercial is more than just a brand recall ad. It is a bittersweet reminder of friendship and the essence of it that lasts forever, even if you miss your bestie.

With the unmistakable elegance of Kajol, the commercial starts with a reunion party. Friends bump against each other, but the Bollywood diva is searching for a long-lost soulmate. The first encounter lasts a while with each other surprised to the core and never stopping to smile at each other. Kajol goes on to gift a Joyalukkas set. Enchanted by the grandeur, the friend in question, Amruta Subhash, thinks of returning the expensive gift, but Kajol interrupts her, insisting on focusing on the beauty of the jewellery piece as a memento of friendship.

There is a sweet background story, taking the audience decades back to an intra-school event where Kajol and Amruta were lined up for their respective performances. Kajol, out of nervousness, tore apart her necklace accidentally, but Amruta’s character saved her grace by giving away her own necklace so that there is no speckle on the spotlight shining on the confidence of the child artist. Sadly, Kajol couldn’t get a chance to thank her back then as she was transferred to another school after the event. This prompted the diva to find the best gift possible for a memorable reunion decades later.

This dramatized representation has garnered over 3 million views on YouTube, 2.2 million views on Facebook and over 25K views on Instagram since uploaded on January 5. This advertorial brings attention back to premium jewellery as the custodian of emotional value forever. In this way, the brand has also floated the desire of gifting premium jewellery to friends on once-in-a-lifetime occasions like the one depicted in the commercial.

Written by Shubham Dasgupta

RJ Exclusive