With its long-standing partner and one of South India’s largest jewellery brands, Jos Alukkas, Dentsu India, the creative agency of Dentsu International, has launched a powerful film. To all the women, the film stands like a shining light.
Jos Alukkas was always a brand that resonated with the voice of the middle class of India. Its monumental decision to speak out about women’s freedom is aimed at driving real people’s conversations. It is therefore intended to spark a shift in the long-term repressive mentality against women across the nation.
Through its multiple protagonists from all walks of life, the film demonstrates the different obstacles women face. They are the ones taught to be silent, naive, and even frightened. Their views go unheard and their voices are normally stifled. Their liberty is others’ benevolence. In everyday life, women face countless challenges, simply to have the fundamental freedom that the opposite gender gets so easily. There is a deeper story of the same hurdles in each of their struggles that generations of women had to bear.
The film smashes through all barriers for women, from body shaming, to ‘not safe’ times, to stifling voices and prejudices. It gives the message that for the taking, the world is theirs and it always opens doors for a brave heart. The movie features the renowned South Indian actress and Trisha, the brand ambassador. Metaphorically, the ‘shine’ of the jewels is compared to the shine of women who face numerous obstacles daily. Even after it has gone through a fire, just as gold never loses its shine, the same is true for women and the challenges they face. These tough women have been an inspiration for the brand and it pays homage to them through this film.
John Alukkas, who is the Managing Director of Jos Alukkas commented on this film by saying that with this film, they hope they can inspire genuine change. It’s about starting a conversation, of course, because silence can never cause change.
The attempt was to tell a story that every girl would relate to out there. At the same time, they made sure that it had some cinematic principles when they were making the film. The feedback they’ve been getting is wonderful. Anjo Jose who is the Creative Head of Dentsu India said she believes that they have accomplished what they wanted.
Vidya Sankar who is the Vice President of Dentsu India said that “Shine On” to her is not merely just a campaign. The philosophy behind what the brand stands for is a trend that reverberates. It is a strong approach that focuses on the subdued, but influential women in society who are likely to start the rightful movement.