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'Only Gold' for Joy Alukkas
Aug '08
Joy Alukkas, leading gold retailers in India and Middle East announced its strategic marketing partnership with World Gold Council. A new gold ad campaign under World Gold Council's 'Only Gold' platform was also unveiled on the occasion.

The highlight of the partnership is that this is World Gold Council's first pan–regional campaign which will launch across key gold jewellery markets of India the Gulf countries. This fully integrated multi-media campaign will use a combination of advertising and promotional activities including television, print, point-of-sale, online and other digital media.

Distinguishing gold's allure and connection with Indian culture, Only Gold draws on the unique history and traditions surrounding gold. The Only Gold platform transforms these legendary beliefs into contemporary and meaningful messages for today's gold jewellery consumer.

The Only Gold platform builds on Speak Gold which established and re-affirmed what gold really is and means to humanity. Only Gold focuses on how gold enhances our lives and combines an emotional rationale for buying gold with an inspirational product message, highlighting specific pieces and where they can be purchased. It employs a series of "gold truths" - a message that speaks to the precious metal's cultural role - such as “ONLY GOLD is Auspicious” or “ONLY GOLD Inspires Legends”.

Speaking on the campaign, Philip Olden, Managing Director -Jewellery, 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.”

Joy Alukkas, Chairman, Joy Alukkas Group of Companies, India, Middle East, UK said, “We are proud to be associated with World Gold Council under their 'Only Gold' platform. Through our association we plan to take this opportunity to create profitable synergies for both; by promoting gold jewellery and also adding it to our brand's glory.”

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.

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.

They go shopping looking 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'.

World Gold Council

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Courtesy: Aditya Birla

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