New Delhi: South India-based jewellery brand Jos Alukkas has launched a powerful film on women’s freedom with the aim to drive real conversations and spark a change in the long-term repressive mentality against women across the country.
The film, titled Shine On, through its multiple protagonists from all walks of life demonstrates the various hurdles faced by women. They are the ones who are taught to be silent, naïve, and even afraid. Their opinions go unheard and voices are usually stifled. Their freedom is the benevolence of others. Women face countless challenges in everyday life, simply to have the basic freedom that the opposite gender gets so easily. In each of their struggles, there lies a deeper story of the same hurdles that generations of women had to bear.
From body shaming, to ‘not safe’ times, to stifling voices and prejudices, the video smashes through all barriers for women. Featuring the south Indian actress and brand ambassador Trisha, Shine On gives out the message that the world is theirs for the taking. Just as gold never loses its lustre even after going through fire, the same is true for women and the challenges they face. These tough women have been an inspiration for the brand and through this film, it pays homage to them.
Jos Alukkas MD John Alukka said, “We hope that we can inspire real change with this film. Of course, it’s about starting a conversation, because silence can never bring about change.”
“The attempt was to tell a story every girl out there would relate to. At the same time, while we were making the film we ensured that it had certain cinematic values to it. The feedback we’ve been receiving is great. I believe we've achieved what we wanted to,” added dentsu India creative head Anjo Jose.
“To me, ‘Shine on’ is not just a campaign. It is a movement that reverberates the ideology of what the brand stands for. It is a powerful way that puts the spotlight on the subdued, yet strong women in society that's sure to start the warranted momentum,” opined dentsu India VP Vidya Sankar.
