Campaign India Team
Nov 14, 2013

Jos Alukkas salutes relationships that defy differences

Watch the ad film conceptualised by Dentsu Communications here

Jos Alukkas launched a commercial for Diwali that is currently airing on South Indian language channels. The agency behind the film is Dentsu Communications.

The film features three friends played by South Indian film stars Vijay, Diganth and Fahadh Faasil. Vijay plays the lead, and is shown strumming on his guitar. He and Diganth are in their room when a young boy named Thomas, from a nearby tea shop, tells Vijay that their musical show at their friend Hanifa’s (Faasil) sister’s wedding must rock. Diganth is worried about arranging money for the wedding gift. He sets off on his bike and returns to say that he tried all over, but couldn’t manage the money for the gift. He’s surprised to see the guitar missing, and asks Vijay about it. Vijay shrugs, as the friend notices a jewel box from Jos Alukkas with a necklace in it. Thomas and Diganth realise that Vijay has sold his treasured guitar for the gift. The three of them ride to the wedding on a bike, to join the celebrations. When Faasil (Hanifa in the film) gets to know what Vijay has done, he is moved. A voice over says, ‘The differences are only in our beliefs. Relationships like Gold – Jos Alukkas’.      

“This is a fresh attempt. We've tried to move away from the stereotype characters we see in jewellery commercials with this one. You have your favourite stars in roles you’d like to see them in. However this film has the same emotional connect like in our previous commercials,” said MD John Alukka.

“The idea was to strengthen our position on the platform of relationships. Our agency Dentsu communications came up with this thought of relationships beyond differences,” explained Jeejo PP, brand manager, Jos Alukkas.


Client: Jos Alukkas
Creative agency: Dentsu Communications
Media Agency: Mindshare
Production house: Thinkpot Productions
Director (film): Manoj Pillai

Campaign India