Redefining masculinity – The Hindu BusinessLine

Vinsmera Jewels’ sparkling ad campaign, which is breaking the internet, opens on a film set where the crew is arranging props for a jewellery shoot, even as Malayalam superstar Mohanlal hangs around. He looks covetously at the jewellery and then quietly vanishes. The scene changes. Everyone is frantically searching for the jewellery. Meanwhile, Mohanlal in his vanity van is seen trying them on, smiling at his reflection. As the director catches him in the act, the actor laughs with pure joy, breaking an uncomfortable moment. Mohanlal aces this tender, nuanced ad, directed by Prakash Varma of Nirvana films, that recasts masculinity.

Peeling the layers

Prime Video’s new campaign charmingly brings into focus the diversity of its catalogue, spanning themes, genres, languages, and storytelling formats. In the Hindi campaign, Manoj Bajpayee addresses the ‘what to watch’ dilemma humorously, cleverly weaving in the names of shows. Samantha’s Tamil version is even better. Meanwhile, an emotion sensing layer, developed by WPP OpenDoor and Wootag, allows viewers to interact with ads and instantly get a curated list of series or movies to suit the mood.

Grains of unity

On Instagram, a fascinating ‘passing the dabba’ relay is playing out. First we saw actor Soha Ali Khan, who comes from a multicultural background, unveiling the diversity of traditions and dishes in India as she rustles up a biryani made with India Gate basmati rice. Then we see chef Kunal Kapur make a fragrant chana pulao that reminds him of his mother, and which he packs off in dabbas. The dabbas are opened by other food influencers who, in turn, make their favourite rice dish flavoured with a memory. A delicious campaign served with a fun competition and prizes.

Sweet or sour?

The new campaign of confectionary brand Chupa Chups, from the house of Perfetti Van Melle, builds on the idea of how the fusion of sweet and sour can flip the ordinary into a chaos of pure fun. The TVC opens in a casual setting with a group of friends playing carrom with a packet of the tasting jellies beside them. The moment they bite into Chupa Chups Belts, the familiar game spirals into hilarious unpredictability with new rules, and tools. As the tagline goes, “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.” The campaign is crafted by Ogilvy.

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Published on July 28, 2025