‘You are gold’ campaign launched to

                ‘You are gold’ campaign launched to allure youth towards gold jewellery

The World Gold Council today unveiled a multi-media campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian consumers. The integrated campaign that will be rolled out in two phases through 2021, aims to attract millennials and gen-Z by building a meaningful context of role of gold jewellery in their contemporary expressions.

Deriving from insights that indicate an opportunity to increase resonance for gold amongst the youth in the country, the ‘You are gold’ campaign aims to evoke emotions and creative self-expressions through heart-warming stories of celebratory moments. The campaign attempts to ingrain gold in the millennial culture through relevant stories that revolve around relationships and milestones that deserve to be cherished with gold. The essence of  campaign - every moment that makes you, YOU, deserves to be celebrated with gold - is captured effectively with the phrase 'You are gold'. The campaign infuses a modern meaning in the classic narrative of gold, creating a new age culture that respects and embraces tradition but reinterprets it in contemporary ways – akin to the true millennial approach. The first burst of campaign will span for six weeks, followed by a second burst in October-November, coinciding with the festive period.

Somasundaram PR, Regional CEO, India, World Gold Council said, “Gold jewellery has always been at the centre of celebrations of the most cherished moments in life. For the millennials, this horizon has expanded to embrace moments of self-expression and individuality, marked by spontaneity. It is time for the narrative of gold jewellery to evolve and align with the changing mindset of the Indian consumers. Millennials represent a sizeable demographic segment and they are redefining India’s consumption story. The idea behind this campaign is to reinforce the relevance of gold jewellery in a meaningful way by demonstrating its contemporariness and versatility, it tells the story of today’s millennials and inspires them to celebrate their most treasured life moments with gold.”

Colin Shah, Chairman, GJPEC said, “Gold jewellery ticks all the right boxes for today’s value-conscious and image conscious young women. The “You are Gold” campaign aims to appeal to their hearts and minds and will hopefully make gold jewellery a relevant means of self-expression. Its purpose is to make gold jewellery an extension of her personality. The campaign celebrates the Indian heritage and craftsmanship but with a contemporary twist -- something that will be cherished by millennials and Gen Z as future heirlooms. The campaign would bring alive the modernity and versatility of gold to consumers reinforcing the value of gold.”

The commercial has been directed by an award-winning Indian film director and producer Shoojit Sircar. The creative partner for the campaign is McCann Worldgroup and the media partner is Motivator, GroupM

McCann Worldgroup Mumbai spokesperson said, “The campaign 'You are Gold' we have envisioned for World Gold Council is a very today’s, modern narrative. It all stemmed from a beautiful challenge. How do we make the millennials fall in love with gold! The campaign therefore attempts to find a role for gold in the millennial culture. Inspiring, short stories take a fresh approach on relationships and moments. It celebrates the new meaningful milestones in a millennial’s life. This campaign will leave you with a lingering image of beautiful and cherished moments. The moments that deserve to be celebrated with gold”.

It is an integrated multi-media campaign with multiple films that will be released one-by-one across different channels over next few months. The media mix includes television, digital, social and OTT platforms (for example, Disney+ Hotstar) to ensure campaign reaches, inspires and resonates with the millennials and Gen Z audiences.


Link to advertisement: - https://www.youtube.com/watch?v=lfiSseK3tHU   

The campaign website: www.youaregold.in  

Director: Shoojit Sircar

Creative agency: McCann Worldgroup

Media agency: Motivator-Wavemaker, GroupM

Producer: Supriya Macwan

Associate Producer:  Madhukar Moses

DOP: Kamaljeet Negi

Kalyan Jewellers’ unveils new

 Kalyan Jewellers’ unveils new Diwali collection Ameya

Launches Diwali ad focusing on the #TraditionOfTogetherness while also saluting frontline warriors for selfless service in the fight against COVID-19

Kalyan Jewellers unveiled its latest collection of celebration wear jewellery Ameya, through the launch of a new digital video campaign. The ad film showcases life within a gated community, with people from various parts of India coming together to celebrate the festival of light, in harmony and togetherness. It also acknowledges the present situation, which could be keeping the families of front line COVID-19 warriors apart, during the festive season.

The campaign video, which highlights the #TraditionOfTogetherness, has neighbors joining hands to brighten the Diwali celebrations of one such family, with a gift that is bound to bring about smiles. With this campaign, Kalyan Jewellers reiterates the message of the need for each of us to support one another while also keeping alive the festive spirit, albeit on a more intimate scale.

Talking about the newly launched campaign, Mr. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “We wanted our Diwali campaign to acknowledge and salute the selfless services of the COVID-19 frontline workers, while also capturing the very essence and spirit of this wonderful festival. Ameya, which means boundless, is a collection that offers immense possibilities in the form of the celebration wear jewellery. This new pocket friendly collection is our festival offering, this year.”

Ruby, emerald and pearl beads come together with gold, diamond and other precious stones, and Ameya just like its name suggests, is all about boundless possibilities. This collection offers greater flexibility with its customization option. Traditional motifs with antique designs, Kundan and Polki work, heritage inspired temple designs, Nakashi work with precious stones and uncut diamonds are all part of the collection.

For the festive season this year, Kalyan Jewellers, has announced exciting festive offers through the 300 kg Gold Giveaway campaign. Customers shopping at Kalyan Jewellers will receive instantly redeemable vouchers or gold coins, against their purchases – the total of which will amount to the aforementioned 300 kg. The vouchers can be redeemed against special discounts on jewellery, with 20% - 50% off on wastage for gold jewellery and up to 25% off on diamond jewellery. This offer is valid until 30^th November 2020.

 

 

The brand also has announced the Dhanteras Pre-Book offer that will ensure Gold Rate Protection to customers who pre-book their jewellery by paying 20% advance on the intended purchase value. The advance-booking offer will end on 20^th October, 2020.

The ad will be promoted on digital platforms as well as on the brand’s social media handles.

Click on the Campaign Video:

LINK: https://www.youtube.com/watch?v=DRrA5G6svgs

Kalyan Jewellers announces Aadi Sale

Kalyan Jewellers announces Aadi Sale with exciting offers

Offer includes mega discounts on jewellery purchases, & TRUE VALUE on exchange of old gold jewellery

Kalyan Jewellers has announced the launch of much-awaited seasonal offers with the launch of the Aadi Thallupadi, providing heavy discounts on purchase of gold, diamond, uncut jewellery. With this offer, customers can avail 15% to 50% off on wastage of gold jewellery, up to 20% off on diamond jewellery and up to 10% off on Uncut as well as precious jewellery. Customers can also choose to avail these discount offers via the brand’s LIVE Video shopping facility.

Additionally, customers can exchange their old gold jewellery, and be assured that they will get the true value for their old gold exchanges. The brand is committed to ensuring 100% accuracy in its exchange policy, by ensuring that the gold is melted as well as tested for purity in the presence of the customer. Customers can check the purity of their old gold in the carat analyzer machines installed across showrooms, free of charge. Kalyan will be accepting old gold jewellery purchased from other retailers as well.

Speaking on this occasion Mr. TS Kalyanaraman, Chairman & Managing Director, Kalyan Jewellers said, “At Kalyan Jewellers, our aim has always been to enhance consumer experience and enable customers to reap maximum benefits from their jewellery purchase. Considering the constant changes in gold prices over the past few months, we have announced our Aadi Thallupadi for our consumers, while also offering them the choice of exchanging their old jewellery for new. We believe that this unique multi-offer has something for everyone, be it investing in new gold pieces or exchanging of old jewellery.”

Customers can enjoy the benefits of these offers, until July 31, 2020 across all Kalyan Jewellers’ showrooms in the state of Kerala.

Kalyan Jewellers offers a wide array of intricate jewellery designs in contemporary and traditional motifs including, earrings, bangles and necklaces. The company offers its patrons, Muhurat, the bridal jewellery line curated from across India along with exclusive sections featuring Kalyan’s popular house brands such as Tejasvi – Polki jewellery, Mudhra – handcrafted antique jewellery, Nimah – temple Jewellery, Glo – dancing diamonds, Ziah – Solitaire like diamond jewellery, Anokhi – uncut diamonds, Apoorva – diamonds for special occasions, Antara – wedding Diamonds and Hera – daily wear diamonds and Rang – precious stones jewellery.

Equitas Small Finance Bank Limited Gold Loans helping

EQUITAS SMALL FINANCE BANK LIMITED

Equitas Small Finance Bank Limited Gold Loans helping
to meet customers’ financial requirements

 Gold loans offered at an interest rate of 12% pa for agriculture and at 14% pa for others

Equitas Small Finance Bank Limited (the “Bank”), the largest small finance bank ("SFB") in India in terms of number of banking outlets as of March 31, 2019 (Source: CRISIL report), is offering gold loan to customers to meet their cash requirements.

With an aim to provide best service to the customers, [the gold loan is processed through easy documentation and instant cash. NACH repayment is also available for this product.

Loans secured by gold jewellery of customers, repayable by monthly instalments or interest modes scheme rather than on one-time repayment basis only. Average ticket size of loans is in the range of Rs. 30,000 to Rs. 4 million. The maximum loan tenure for any scheme is 24 months.

Customers can avail this loan by visiting a nearest branch of Equitas SFB. Customers availing gold loans can repay through EMIs and Equitas SFB also offers overdraft facility in this product.

Mr. Murali Vaidyanathan, President & Country Head - Branch Banking, Liabilities, Product & Wealth, Equitas Small Finance Bank Limited, said, “Equitas SFB aims  to offer best in class products for its existing as well as prospective customers. We believe in India gold loan is one of the segments in loan products which is likely to witness growth in the coming times. It generally helps the customers to meet their urgent financial requirement. The gold loan market is further expected to grow at a CAGR of approximately [10% over the next three years to Rs. 3.8 trillion by Fiscal 2022. Stable demand and initiatives to increase awareness are expected to help the industry grow moderately along with geographic diversification and rising interest from the northern, western and eastern regions.”

Equitas Small Finance Bank Limited is the largest SFB in India in terms of number of banking outlets, and the second largest SFB in India in terms of assets under management and total deposits in Fiscal 2019. (Source: CRISIL report). As of September 30, 2019, its distribution channels comprised 853 Banking Outlets and 322 ATMs across 15 states and union territories in India. Its focus customer segments include individuals with limited access to formal financing channels on account of their informal, variable and cash-based income profile. It offers a range of financial products and services that address the specific requirements of these customer segments by taking into account their income profile, nature of business and type of security available. Its asset products are suited to a range of customers with varying profiles. 

These include provision of small business loans comprising loan against property, housing loans, and agriculture loans to micro-entrepreneurs, microfinance to joint liability groups predominantly comprising women, used and new commercial vehicle loans to drivers and micro-entrepreneurs typically engaged in logistics, MSE loans to proprietorships, and corporate loans. On the liability side, its target customers comprise mass and mass-affluent individuals to whom the Bank offers current accounts, salary accounts, savings accounts, and a variety of deposit accounts. In addition, it also provides non-credit offerings comprising ATM-cum-debit cards, third party insurance, mutual fund products, and issuance of FASTags.