From Screen to Store: Vinsmera Jewels Launches in Kozhikode with Mohanlal's Viral Campaign

Vinsmera Jewels Marries Retail Expansion with Cultural Reinvention

On August 17, Kozhikode witnessed a double debut that is now the talk of the industry—the launch of Vinsmera Jewels' flagship 10,000 sq. ft. showroom and the unveiling of its bold new ad campaign featuring Malayalam superstar Mohanlal. Together, they have positioned the brand as a fresh voice in a market dominated by tradition, grandeur, and bridal dreams.

The ad, directed by acclaimed filmmaker Prakash Varma of Nirvana Films, has gone viral within days of release, garnering millions of views and igniting conversations around gender, beauty, and storytelling in jewellery advertising. It isn't just another celebrity endorsement; it is a cultural pivot.

The narrative begins quietly on the set of a jewellery shoot. Mohanlal, playing himself, is introduced by the director as the crew bustles around. But in a playful twist, the prized jewellery set goes missing—only to be discovered adorning Mohanlal in his vanity van. Dripping in diamonds, lost in self-admiration, the actor conveys with humour, grace, and expressive body language what words could not: jewellery is not about gender—it is about joy, self-love, and beauty.

This fresh take on masculinity has struck a chord across platforms, hailed as one of the most original jewellery ads in recent memory. Marketing consultant Pradip Unni underlines its strategic brilliance: "Vinsmera may be a giant in jewellery manufacturing with 30+ years behind the scenes, but as a retail brand, they're still new. You can spend crores on media and still remain invisible. Or you can do something radically different that rides on virality. That's exactly what this campaign achieves."

The Kozhikode showroom launch is just the beginning. With plans to invest ₹2,000 crores in retail expansion, Vinsmera is eyeing Kochi, Thiruvananthapuram, Chennai, Bengaluru, Abu Dhabi, and Dubai, supported by a manufacturing hub in Sharjah. The brand is clearly positioning itself for a global leap while staying culturally rooted.

Behind the campaign's magic is a stellar creative team—cinematographer Tapan Basu, production designer Manisha Khandelwal, and creative lead Harida B—who helped Varma craft a visual narrative both humorous and tender. For audiences, the lasting image is Mohanlal adorning himself with a necklace, smiling at his reflection—an act that transforms jewellery from ornament into expression.

With one campaign and one showroom, Vinsmera has announced itself with sparkle, substance, and style.