Vinsmera Jewels, a relatively new entrant in the high-end diamond jewellery market, has managed to cut through the noise—all because of a 110-second commercial that features a silent yet magnetic performance by Mohanlal.
Directed by ad filmmaker Prakash Varma, the ad went live on July 18 and is now gathering traction not just for the actor’s screen presence, but for the narrative risk the brand was seemingly willing to take. In a market that often plays safe with conventional ideas of beauty and gender, this ad lands differently.
The ad begins with him arriving on a shoot, interacting with model Shivani who’s styled with Vinsmera’s statement diamond pieces. Soon, a playful twist sees the jewellery vanish—only to reappear on Mohanlal, who is now striking fluid, graceful poses typically associated with female models.
The moment is subtle, not loud or overly dramatic, but the visual message is strong. The ad seems to suggest a narrative shift in who can wear luxury jewellery, and how.
While Vinsmera hasn’t issued a formal statement about the campaign’s intent, the ad hints at a strategic positioning: targeting aspirational buyers who value both design and identity.
Diamond jewellery in India has long been marketed through a lens of tradition or status. By tapping into a more fluid, expressive theme—especially through a cultural heavyweight like Mohanlal—Vinsmera may be looking to disrupt the visual language of its segment.
From a business perspective, the ad raises an important point: can a legacy male actor in a fluid, non-verbal role sell jewellery effectively?
So far, online reactions indicate yes, at least in terms of attention. The campaign has created the kind of buzz brands pay for, with social media flooded with reactions, most of them positive. Comments like “breaking all conventional concepts of jewellery advertising” and “gracefully embracing feminine energy” highlight how consumers are reading beyond the visuals.
For a brand like Vinsmera, which is still in the process of carving out a distinct identity in India’s crowded luxury jewellery space, this campaign could be a critical milestone. Whether it translates into footfall and conversion remains to be seen, but from a branding standpoint, it already sets them apart.
Director Prakash Varma, known for his clean, striking frames and ad campaigns that don’t follow the herd, posted the film on Instagram with a note: “I got to witness something rare and special… Mohanlal’s grace is unmatched.”
For Vinsmera, working with a director of Varma’s calibre alongside a veteran like Mohanlal signals a serious investment into brand storytelling—far from the glitter-and-smile formula typically associated with jewellery ads.
Vinsmera Group is an international player in the gold jewellery sector. The company was founded by Dinesh Kambrath, Anil Kambrath, Manoj Kambrath and Krishnan Kambrath, who hail from Kannur.
The group entered Kerala through the Kerala Global Investors Meet held in February this year. Vinsmera’s first showroom in the state will open on August 17 on Mavoor Road, Kozhikode, and will be inaugurated by Mohanlal, who also serves as the brand ambassador.
The group is reportedly planning to open showrooms in Kochi, Thiruvananthapuram and Kannur as well. An investment of ₹2,000 crore has been earmarked for expansion over the next three years.
