Breaking Stereotypes: Mohanlal shines in Vinsmera Jewels’ new ad challenging gender norms

Vinsmera Jewels’ latest ad film, Truly Irresistible, has been making waves on social media, featuring acclaimed Malayalam actor Mohanlal embracing a softer, more fluid expression of masculinity as he adorns a striking set of the brand’s jewellery.

Directed by Prakash Varma, the film opens with Mohanlal arriving at a studio to shoot a jewellery advertisement. After receiving a brief from Varma, he catches sight of the exquisite pieces set to be used in the shoot. Just before the cameras roll, the jewellery mysteriously disappears—only to be revealed later in the most unexpected place: Mohanlal’s vanity van. There, he is shown in a trance-like state, wearing the necklace, bracelet, and ring intended for the actress in the film. 

When Varma finally discovers him in the van and asks what’s going on, Mohanlal responds with a knowing smile: “No one can resist it”—the tagline of the campaign. This redefinition of masculinity and the comprehensive message of the campaign confluences into this beautifully conceptualized film.

Varma, who also stars in this ad film, candidly says, “No other actor can, in my opinion, do what Mohanlal was able to do. His grace and ease in movements as someone enjoying wearing jewelry was an absolute delight to watch. I gave him the overall zone and space to explore the idea and what he finally did was entirely his own interpretation of that moment. It was mesmerizing to watch.”

The film also pays homage to the ‘Ardhanarishvara’ form, which portrays the composite form of the Hindu deities Shiva and Parvati. The form also symbolizes the synthesis of masculine and feminine energies while representing the unity of opposing forces and the interdependence of male and female principles. “The concept is not at all alien to us in the Indian context,” adds Varma. “It is part of our history, scriptures, culture, philosophy, and mythology. I suppose what is interesting here is to watch it in an advertising avatar and to see how Mohanlal has owned it and embodied it in true spirit.”

The film has deeply resonated with users across social media platforms with some calling it as a “refreshing take” on storytelling that “challenges outdated norms and empowers men to embrace jewellery with confidence.” In an age where inclusivity is expected from brands, Vinsmera accomplished the feat in a splendid manner, moving the mass while evoking multiple emotions in them.

Sneha Iype, the Executive Producer of Nirvana Films says, “The feedback has been great. Many people have watched and rewatched and shared and engaged with the ad. It's heartening to see the reaction. With any work, the fact that it generates conversation and reactions, is the victory of the idea. Any kind of commentary is better than the audience being indifferent.

“We are happy that the commercial has become a discussion point. Brands hope for this reaction and here we have it for a brand launch. That's great to watch. Often as brand custodians we overthink and over intellectualize everything and lose spontaneity so this is refreshing to have been able to pull off,” Iype further added.

Directed by Varma and produced by Nirvana Films in Bangalore, the ad also marks a creative reunion between Varma and Mohanlal, following their recent collaboration in Tharun Moorthy’s Thudarum, which featured Varma’s acting debut. With Tapan Basu’s cinematography and Manisha Khandelwal’s stellar production design, the script was shaped and sculpted by creative lead Harida B.