Jos Alukkas aims to strike an emotional chord

Jos Alukkas has rolled out its latest TVC titled, 'Swantham' that has been conceptualised by Dentsu Communications. The film features brand ambassador and South Indian actor, Ilayathalapathy Vijay.

Tamil film star Vijay stars in another TVC for jewellery brand Jos Alukkas. The new spot revolves around his chauffeur Murthy, whose daughter has topped the IAS exams. Her proud father tries repeatedly without luck to break the news to his boss. As Vijay heads out, Murthy learns that he is busy because it's his wife's birthday. He drives the star to Jos Alukkas as instructed, where Vijay asks him to pick between two pairs of earrings. Murthy points to one pair saying that the lady of the house will be happy with it. Vijay responds saying not just those receiving gifts, those giving them too must be happy. To Murthy's surprise, Vijay directs the car to the former's house, and presents the earrings to the IAS topper. A voice over (Vijay's) underlines that, those who are with us and for us, are our relatives too.

John Alukka, managing director, Jos Alukkas Group, said, "We decided to explore new relationships this year. We wanted to reinforce the brand thought and reach out to more customers with our film. We have always aimed to differentiate with our films and I believe we have yet again achieved so. Be it with our customers or with our own employees, this year's campaign will definitely strike a chord."

Vipul Thakkar, national creative director, Dentsu Communications said, "The brief shared was to bring a new perspective to the brand's core theme, relationships. Jos Alukkas is always an exciting client to work with and Ilayathalapathy Vijay the perfect face for the brand, we believe our film is a testament to the brand's philosophy. All due credit to the whole team behind this amazing film, which will definitely leave everyone with a smile at the end."

The TVC is currently on air in Tamil and Malayalam languages.

Credits:
Client: Jos Alukkas Group
Creative agency: Dentsu Communications
Production house: 30 Seconds to Fame
NCD: Vipul Thakkar
NPD:  Suresh Mohankumar
Director: A.L Vijay
Creative: Bijin Das, Anjo Kandathil, Pooja Prasad