Jos Alukkas strikes an emotional chord with the happiness of giving

The new commercial, conceptualised by Dentsu Communications, has been conceived keeping in mind one of the key attributes of Jos Alukkas that customers relate to with – pure relationships, pure gold

BestMediaInfo Bureau | Delhi | April 1, 2015

Click on the image to watch the TVC.

Jos Alukkas has launched a new commercial, titled 'Swantham', conceptualised by Dentsu Communications, in partnership with director AL Vijay. The commercial creates a connection between relationships and the happiness of gifting. Jos Alukkas brand ambassador and actor Ilayathalapathy Vijay features in their new film as the protagonist.

The film starts off with Ilayathalapathy's chauffeur trying to repeatedly break the news of his daughter's first rank achievement in the IAS exam to Ilayathalapathy. In one of the scenes, he is asked for an opinion on selecting a gift at a Jos Alukkas showroom. The film goes on to reveal that Vijay knew about the daughter's success and he bought the gift for her. The new relationship they have explored in this latest film is – those who stand with us always, are also our own.

“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,” said John Alukka, Managing Director, Jos Alukkas Group.

Vipul Thakkar

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 across major regional channels as well as on social media.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Jos Alukkas; John Alukkas (MD), Jeejo PP (Corp Marketing Manager)

Agency: Dentsu Communications

National Creative Director: Vipul Thakkar

National Planning Director: Suresh Mohankumar

Creative team: Bijin Das, Anjo Jose Kandathil, Pooja Prasad

Account Management: Saji Jayakumar, Mathew Joseph

Production house: 30 Seconds of Fame

Director: AL Vijay

Producer: Sunil Shetty

DOP: Nirav Sha

Media: Mindshare

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