Vinsmera Jewels ad redefines fashion; Jewellery is Beautiful for Everyone

Fashion Value Chain

22-07-2025

Dr Vidhu Sekhar P (Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology-NIFT, Ministry of Textiles, Govt of India)
The recent viral advertisement of Vinsmera Jewels, owned by Kambrath Brothers from Kannur, Kerala, has remarkably shown the boldness in breaking the traditional gender norms and its creative storytelling, which has captivated attention on new media platforms for both critics and audiences across the country. In the last two days (18th July), they received 1.9 million views and 62 K likes for their YouTube advertisement. This advertisement was broadcast in connection with the upcoming opening of a new showroom in Calicut, Kerala, scheduled for next month.
The concept and the storyline of the ad showcase the behind-the-scenes of a jewellery photoshoot and the discussion. The storyline goes like this: Veteran Malayalam movie actor Mohanlal arrives on the set, and the Director briefs the context and introduces the female model, who is wearing the brand's diamond jewellery. The story narration twists when the jewellery disappears after the model leaves the location. The film crew desperately searches for the missing pieces. The film director and crew decided to break the news to Mohanlal, and the suspense was unveiled when they found Mohanlal in the vanity van, facing the mirror while wearing the ornaments.
It was followed by a pin drop silence and the expressive performance of Mohanlal. Lal was wearing his everyday shirt and trousers paired with the necklace, bracelet, and ring, He was seen performing a classical dance with expressive hand gestures(mudras) that infused with intentionally feminine movements, an expression of self.
The ad stands out for avoiding dialogue. Mohanlal's performance depends entirely on body language, facial expressions, and dance to convey joy and embody a gender-fluid persona. The ad ends with the director catching Mohanlal in the middle of his dance. Instead of tension, both burst into laughter, keeping the tone light and celebratory.
Mohanlal, a highly respected actor in India known for his versatility and traditionally masculine on-screen persona, chose to elegantly wear women's jewellery without irony, caricature, or mockery. This challenged conventional norms in jewellery advertising and notions of gender roles in Indian media. The performance is earning acclaim for being bold and impactful. Fans and critics alike note that Mohanlal 'pushes boundaries in jewellery advertising' and 'seamlessly merges masculine and feminine elements,' earning praise for the actor's artistry, poise, and willingness to explore new expressions.
Social media responded swiftly, filled with admiration for Mohanlal's bold move. Comments span from 'Absolutely brilliant' to 'No other actor blends femininity and masculinity so elegantly,' showing respect even from viewers who found the scene surprising or unconventional. The ad is seen as a pivotal moment for jewellery advertising in India, sparking discussions on representation and inclusivity in the country's luxury market.
Krishnan Kambrath, Dinesh Kambrath, Anil Kambrath, and Manoj Kambrath make up the management team for Vinsmera with corporate offices in Dubai and India. They belong to Mozhara, a small village in Kerala's Kannur district. In Dubai, they established Al Mawsim Gold and Jewellery Factory LLC in 2008. In 2016, they launched Win Gold, their wholesale division. Initially, they focused on manufacturing and production. All team members have experience in retail, production, and wholesale. Starting as a small factory, they expanded to Dubai and Sharjah. They operate manufacturing and wholesale in Kannur and Trichur. They have a distinguished name in the jewellery industry, carrying forward the legacy of craftsmanship, precision, and incomparable expertise to redefine the essence of luxury. They are supported by a team of over 1,000 skilled artisans and advanced manufacturing units in India and the UAE. Their network spans over 12 countries, with imminent expansions into Singapore, Malaysia, the UK, and the USA.
The company management aims to revolutionize the jewellery industry by blending artistry, innovation, and precision to create unique pieces. Their focus is on crafting timeless creations that tell a story, honour individuality, and stand the test of time. They aspire to become a globally recognised jewellery house, celebrated for their unmatched value, exceptional craftsmanship, and steadfast commitment to ethical sourcing. By sourcing top-quality materials from Italy, Singapore, Turkey, India, and Malaysia, they ensure their customers experience the finest jewellery.