Home / Knowledge / News / Fashion / 'Only Gold' for Joy Alukkas
'Only Gold' for Joy Alukkas
20
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


Must ReadView All

Courtesy: Aditya Birla

Textiles | On 20th Jun 2018

'Growth of VSF yarn industry is difficult'

Growth for the viscose filament yarn (VSF) yarn industry is...

Comfort USP of Sensitive Fabrics range of Eurojersey Spa

Apparel/Garments | On 20th Jun 2018

Comfort USP of Sensitive Fabrics range of Eurojersey Spa

Italian company Eurojersey Spa will present in 2019 new embossing...

Certification for Philippine garment firms availing GSP

Textiles | On 20th Jun 2018

Certification for Philippine garment firms availing GSP

The Philippines has adopted rules on securing certificate of...

Interviews View All

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Ghanshyam Ghoghari
Kimora Fashion

Bridalwear is not about reds and whites anymore

Prabu Mohanram
Balavigna Weaving Mills Pvt Ltd

The biggest challenge that the weaving industry faces is high price

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Anupam Arya

<div>Jaipur-based Fabriclore Retailing Pvt. Ltd. is attempting to revive...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search