Thangam JewelsJewellery retail · Sankarankovil, Tamil Nadu

Four ad films that show the craft behind the gold.

Cinematic ad films for a jewellery house: temple gold, the goldsmith’s workshop, the silver collection and a gold savings scheme.

Video commercials

ad filmstemple, workshop, silver, savings: 4
of finished film28 to 56 seconds each: 2:42
cinema frameon every film: 2.39:1

The challenge

Gold looks the same in every ad.

Jewellery ads tend to look alike: a necklace on velvet and a rate per gram. Thangam wanted films that show why its gold is worth the trip, the craft, the temple designs and a savings scheme that makes a purchase possible, made so that people stop and watch.

Client: Thangam Jewels
Where: Sankarankovil, Tamil Nadu
Industry: Jewellery retail
Format: Four 2.39:1 ad films, 28 to 56 seconds

What we did

One service, four films.

Each film has its own job: bridal gold, the craft, the silver collection and the savings scheme.

01 Temple jewellery film

Bridal gold, shot like cinema.

A bride on temple steps, then the maang tikka, jhumkas and bangles up close. Made for the wedding season.
- 43-second hero film
- Temple jewellery up close
- A 2.39:1 cinema frame
The film

0:43temple jewellery film2.39:1, watch it below
02 Gold savings scheme film

A savings plan, told as a story.

A young woman’s walk and a phone call turn the gold savings scheme into something to look forward to, then the scheme is explained plainly in the store.
- 56-second story film
- The scheme explained in the store
- A savings-app QR code to join
The film

0:56savings scheme film2.39:1, watch it below
03 Pattarai goldsmith film

The workshop behind the shine.

Charcoal, a blowpipe flame and the goldsmith’s hands: a short film from the pattarai, the workshop, so buyers see where their jewellery is made.
- 28-second craft film
- Shot in the workshop
- Charcoal, flame and hands
The film

0:28workshop film2.39:1, watch it below
04 Silver collection film

Silver, in its own light.

Puja ware, anklets and rings under cool blue light: a separate look, so the silver collection stands apart from the gold.
- 35-second collection film
- A cool look for silver
- Product close-ups
The film

0:35silver collection film2.39:1, watch it below

The work

The films, in full.

Each film as it ran in the feed. Tap to preview; watch the full film with sound.

Ad films

Four films, made for the feed.

TJm.baskarinthangamjewelsFollow Temple jewellery, made for the wedding season. Visit us in Sankarankovil. m.baskarinthangamjewels · Original audio

01 · 0:43Temple jewellery film
TJm.baskarinthangamjewelsFollow From the pattarai: where every piece begins. m.baskarinthangamjewels · Original audio

02 · 0:28Pattarai goldsmith film
TJm.baskarinthangamjewelsFollow Silver, in its own light. m.baskarinthangamjewels · Original audio

03 · 0:35Silver collection film
TJm.baskarinthangamjewelsFollow Save a little every month and own gold sooner with the Thangam savings scheme. m.baskarinthangamjewels · Original audio

04 · 0:56Gold savings scheme film