Campaign India Team
Jan 21, 2021

Jos Alukkas takes on stereotypes, questions status quo for women

Watch the film conceptualised by Dentsu India here

Jos Alukkas has released a film to show the hurdles women face in India.
Conceptualised by Dentsu India, the film has multiple protagonists from different walks of life. It shows how their point-of-view is ignored and doubted. As the film progresses, it shows those women excelling and getting noticed. It ends with  actor Trisha Krishnan wearing Jos Alukkas jewellery and walking the ramp with a 'girl, you shine brighter than Gold' message.    
John Alukka, managing director, Jos Alukkas, said, “We hope that we can inspire real change with this film. Of course, it’s about starting a conversation, because silence can never bring about change.” 
Anjo Jose, creative head, Dentsu India, said, “The attempt was to tell a story every girl out there would relate to. At the same time, while we were making the film we ensured that it had certain cinematic values to it. The feedback we’ve been receiving is great. I believe we’ve achieved what we wanted to."
Vidya Shankar, VP, Dentsu India, said, “To me, ‘Shine on’ is not just a campaign. It is a movement that reverberates the ideology of what the brand stands for. It is a powerful way that puts the spotlight on the subdued, yet strong women in society that's sure to start the warranted momentum."
Dentsu India, Kochi 
Vice president: Vidya Sankar  
Associate Creative Director: Anjo Jose  
Copywriter: Vishnu C S  
Director: Arun Joseph Francis  
Production: Film Dojo  
Campaign India