World Gold Council has entered into a marketing alliance with Joy Alukkas, leading gold retailers in India and Middle East, and has unveiled a new campaign to promote the new partnership.
This will be World Gold Council's first pan–regional campaign which will launch across key gold jewellery markets of India and the Gulf countries. Said Ajay Mitra, managing director, Indian Subcontinent, World Gold Council said, "World Gold Council recently announced Only Gold, our new marketing platform across the globe. The new platform surmises the emotional connection that people have with gold, employing the exclusive history and qualities of gold to create meaning in today's context. Our strategic alliance with Joy Alukkas is a step further in that direction."
The Joy Alukkas campaign features leading models Tapur and Tupur Chatterjee who will be seen together in a gold commercial for the first time, which is directed by ace film maker Shoojit Sarkar. The campaign has been developed by Ogilvy & Mather.
"This campaign, while embodying the spirit of ancient truths, justifies our connection with the metal through a modern interpretation. This connection is represented by twin sisters who are very different from each other - One is ethno-contemporary while the other is modern in her outlook but still they think alike," explains Mitra. The spot shows the twins shopping for an appropriate gift on their birthday. While they scout for a perfect gift, looking through options like sarees, sandals, sunglasses, hats etc; the search for both the sisters ends at gold.
"The message conveyed through this campaign is that 'Only Gold' strikes a chord in the hearts of consumers and appeals to today's women, be it Indian but yet modern in her outlook signifying 'Only Gold transcends fashion'," added Mitra.
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