"I knew this idea could go wrong and had it backfired, I might have still been able to move on to my next film but Mohanlal would have to face the music. When I allayed my fears to him and asked Mohanlal aka Lalettan whether he would like an alternate script, the legendary actor was quick to say, ‘I’m a performer. Let’s do it. I know you will shoot it beautifully.’
With that faith, from both the actor and the founders of Vinsmera, a jewellery ad was born which ended up breaking every rule it was supposed to follow. This project in fact came to me through Mohanlal, we had just completed a film together in Malayalam where I played the villain. On his advice the Vinsmera team approached me.
Jewellery is a massive category in Kerala, but for years, advertising has followed the same formula: Grand weddings, big sets, a celebrity selling the product. Jewellery in Kerala is mostly worn by women, yet all the brands have male ambassadors. That contradiction felt like a strong place for me to begin with.
It was a new brand with no baggage, and I was working with a celebrity who I was completely comfortable with. That combination gave me creative freedom. From the start, I told the client: don’t expect a typical jewellery ad.
I often bounce off ideas with my long-time writing partner, Hari Das. While working on a feature film with Mohanlal, I told him how fluid and graceful his movements were, how there was a softer side to a masculine person like him. Hari picked up on the conversation and we arrived at the thought that, just how a masculine side to a woman is beautiful, a feminine side to a man was too. He asked me, ‘Why don’t we make Mohanlal wear jewellery?’ That’s how the idea took shape and we cracked the basic script in a day.
Mohanlal was working out at the gym when I called to narrate the script. While explaining the climax, the point where he wears the jewellery in the ad, I could hear he had dropped the weights in shock. But instantly came that familiar voice from the other side, ‘This is such a beautiful idea.’ The client was just as convinced because Mohanlal was excited about this ad.
Landing the idea was key. Once the shot was done, the jewellery blended naturally with Mohanlal’s performance, our joy was visible, and the campaign came together. The final line, Irresistible, or in Malayalam, ‘aaraum kothichu pokum,’ sealed it.
I could attempt this idea only because of Mohanlal. Handling it required immense grace, which he has naturally. I didn’t need to explain movements, just the situation, and he took over. I framed the shots, knowing his expressions and fingers would tell the story.
On set, my Director of Photography- Tapan would watch each shot and say, ‘Varma, what is this? I can’t believe we’re shooting this.’ The crew, was completely captivated. Not just Malayalees, anyone who watches this film will wonder, ‘What is this guy all about?’ and that’s sheer talent.
Mohanlal is such a simple person, traveling with just one assistant, yet performing effortlessly. In one shot, he even had teardrops in his eyes, subtle, fleeting, unforgettable. My first feature film was with Mohanlal. Now, the first ad in which I’m featured is also with him. We have great chemistry, I guess.
I believe any idea works if it’s executed well, pitched properly, engages the audience, and lands at the end. The real challenge is in convincing clients to take risks. I spent over 18 years working on Vodafone alongside Piyush Pandey, Rajiv Rao, V. Mahesh, and the team. With campaigns like ‘A Dog, A Boy, and Hutch’, ‘the Zoozoos’, and ‘an elderly couple celebrating their second honeymoon for Vodafone’; we took risks, and that’s how the brand grew so fast. Opportunities like that are rare, and when they come, you push them fully. That’s exactly what we did with Vinsmera."
About Prakash Varma
Prakash Varma is the Founder, Partner and Principal Director of Nirvana Films, a Bengaluru-based production company he co-founded with Sneha Iype in 2001. He has directed iconic and award-winning commercials such as ZooZoos for Vodafone (now Vi), the Boy & Dog campaign for Hutch (now Vodafone/Vi), the Incredible India campaign for India Tourism, the Dubai tourism ad feauring Shah Rukh Khan and more. Before founding Nirvana Films, he assisted AK Lohithadas, Viji Thampi, and ad filmmaker VK Prakash at Trends Adfilm Makers Pvt Ltd. In 2025, he made his acting debut in Mohanlal’s Thudarum as CI George Mathan, which received critical acclaim.
Advertisement I loved in 2025
- Cadbury Dairy Milk: ‘New Neighbour’
Best Campaigns
India Tourism: ‘Incredible India (2013)’
Dubai Tourism: ‘Dubai Presents: Shah Rukh Khan’
Vodafone: ‘Stronger Together’
Vodafone ZooZoo: ‘Vodafone Zumi - Runout’
Rajasthan Tourism: ‘Jaane Kya Dikh Jaaye!’
Madhya Pradesh Tourism: ‘MP Colours’
Kerala Tourism: ‘Your Moment is Waiting’
(As told to Neeta Nair)
