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In a glittering celebration that blended cinema, culture, and commerce, Vinsmera Jewels marked a defining moment in its journey with the launch of its flagship 10,000 sq. ft. showroom at Mavoor Road, Pottammal Junction, Kozhikode, alongside the unveiling of a bold new ad campaign starring Malayalam superstar Mohanlal.

The red-carpet event drew a sea of patrons, media, and industry leaders. Legendary actor Mohanlal, Vinsmera’s esteemed brand ambassador, inaugurated the showroom to resounding applause, while celebrated filmmaker Prakash Varma—who directed the campaign—added to the dazzle with his presence.

A Campaign that Redefines Jewellery Advertising

Within days of release, the new Vinsmera campaign went viral, amassing millions of views and sparking cultural conversations. Directed by Prakash Varma of Nirvana Films, it playfully reimagines jewellery beyond gendered stereotypes.

The narrative unfolds on the set of a jewellery shoot, where Mohanlal, playing himself, surprises the crew by adorning the missing jewellery set in his vanity van. Lost in self-admiration, dripping in diamonds, he delivers with humour and grace a powerful message: jewellery is not about gender, but about joy, beauty, and self-love.

Marketing consultant Pradip Unni called the campaign “strategically brilliant,” adding, “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 Vinsmera has achieved.”

The creative team—cinematographer Tapan Basu, production designer Manisha Khandelwal, and creative lead Harida B—helped Varma craft visuals that are at once humorous and tender. For audiences, the lasting image is Mohanlal smiling into a mirror, adorned with jewellery—a symbolic act that transforms ornament into expression.

A Showroom that Marries Tradition and Modernity

The Kozhikode showroom itself reflects Vinsmera’s evolving identity. With design-forward interiors, it houses a wide spectrum of collections, from heritage-inspired bridal pieces to contemporary, everyday jewels—positioning the brand as one that honours legacy while embracing reinvention.

Speaking at the launch, Mr. Dinesh Kambrath, Chairman – Vinsmera Group, said:

“We are truly humbled by Kozhikode’s warm embrace. This city’s deep-rooted appreciation for craftsmanship inspires us to keep pushing boundaries, and to be the first name people think of when they dream of jewellery that is as innovative as it is authentic.”

Mohanlal added:

“Vinsmera is not just a jewellery brand; it is a living, breathing tribute to our heritage, reimagined for today with unmatched finesse. Being part of this story feels like being part of something timeless.”

Ambitious Expansion Plans

With over three decades of expertise in jewellery manufacturing and exports, Vinsmera is no stranger to the industry. Employing over 1,000 skilled professionals across India and the UAE, the company is now making a decisive leap into retail.

The Kozhikode flagship marks the first step in its ambitious ₹2,000 crore retail expansion strategy. Upcoming showrooms are planned in Kochi, Thiruvananthapuram, and Kannur, while international expansion will extend to Abu Dhabi, Dubai, Sharjah, Bur Dubai, Singapore, Malaysia, the UK, and the USA.

The Beginning of a Bold New Era

With the presence of senior leaders—Anil Kambrath (Vice Chairman), Manoj Kambrath (Managing Director), and Krishnan Kambrath (Executive Director)—the Kozhikode launch was more than a store opening; it was a loud statement of change.

By pairing a viral, conversation-shifting campaign with a grand retail debut, Vinsmera has signalled its arrival not merely as another jewellery retailer, but as a brand that dazzles with design, moves with meaning, and shines with the promise of enduring elegance.

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

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