Vinsmera Jewels has rolled out a TVC featuring veteran actor Mohanlal and director Prakash Varma that seeks to break down the conventional stereotypes of jewelry advertising.

Directed by Varma of Nirvana Films, at first glance, the commercial plays out like just another high-gloss jewellery shoot, while taking viewers behind the scenes of a fictional ad film, complete with the director playing himself. The film opens with Varma welcoming Mohanlal onto the film set and briefing him about the ad. He explains to the star that the film is along the lines of a 'conventional fashion photography' where the model donning the jewellery will be accompanied by the actor as she sashays down the ramp in the glittering creations.

But just as viewers begin to settle into the familiar, the narrative takes an unexpected turn when the crew discovers the main jewellery required for the shoot is missing. All hell breaks loose on the set, as the exits are barricaded and everyone is asked to stay put. In the chaos that ensues, Varma notices that Mohanlal has quietly left the set and follows him to the latter’s vanity van to notify him about the missing jewellery. However, when he enters the van he gets to witness an unusual sight. He discovers Mohanlal in a trance-like state with the missing pieces of jewellery adorning his body, seemingly mesmerised and lost in a private reverie. The director watches, transfixed, as the actor sways gracefully, completely unselfconscious and oblivious to his surroundings. Finally, totally perplexed at what he’s witnessing, and unable to hold it any longer, he interrupts the actor’s routine. Mohanlal, sheepish at his little guilty pleasure being discovered, grins awkwardly and explains that the jewels are so exquisitely crafted that ‘anyone would be tempted’ to wear them. The film ends with the actor’s voiceover stating the brand’s tagline: ‘Aarum Kothichu Pokum (Anyone will desire it) - Vinsmera jewels- Truly irresistible.’

What we think about it: Although this isn’t a first for Malayali audiences - having previously witnessed another star, Faahadh Faasil, don a diamond nose stud for a different South-based jewellery brand’s ad (Kavitha Jewellery) - the approach this ad takes to the product makes it stand out. Portraying a superstar break down his macho image to unabashedly embrace his inner feminine side sets this film apart. Again, for viewers who have seen Mohanlal convincingly portray a professional classical dancer in his earlier movies, it is not entirely surprising to see the actor pull this tough act off with grace and finesse. The film flips the conventional jewellery ad script on its head, blurring the lines between commercial and art, as it allows the actor’s silent gestures to convey his joyful indulgence of the glimmering gems. What’s also interesting and laudable is to see a category normally associated with tradition-heavy narratives for regional markets, attempt to charmingly challenge conventional tropes of masculinity with gender fluidity, backed by male superstars unafraid to exhibit their feminine sides.

Prakash Varma, director, Nirvana Films, said, “I got to witness something rare and special, up close . Mohanlal Sir’s grace is unmatched. No one else can pull this off. Ever so grateful for his trust.“

CREDITS

Creative: Haridas
Director: Prakash Varma
Producer: Sneha Iype, Nirvana Films
Storyboard - Arosh Thevadathil 
DOP - Tapan Basu
Production Designer - Manisha Khandelwal 
Set Decorator - Tarannum Husein 
Art Assistant - Hardik Mirashi
Line Producer - Mahesh Roy 
Production Assistant - Imran Mullaji
Casting Director - Piyush Raina 
Model Casting - Salman N Khan 
DA - Ananya Singh 
2nd AD - Ayush Govind 
In-House ADs - Rose Paul, Ananya Zharotia, Arun Sreekumar 
1st AC - Ramakrishnan
Gaffer - Mansoor
Focus Puller - Abhishek Yadav
Sync Sound - Ashish Suresh
DIT - Aditya Dubey

Post Credits
Offline Editor- Sally ( Shyam Salgaonkar) 
Online Editor - Mahesh  Kumawat
Sound Engineer- Darshan Nair
Sound Engineer Assistant- Deepika Palukurthi
Music Director - Bijibal
Singer - Sangeetha Sreekanth
Voice Over - Soniya Nair & Sneha Iype
Grade - Vineesh Vijayan ( Studio Skwer)
Post Studio - Sally Studio
Audio Studio - Tonic
Post supervision - Suresh K Bhosale 
Post assistant- Kumar Baraskar