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

Pic: Hai Huy Ton That | Dreamstime.com

Textiles | On 29th Nov 2021

Vietnam’s textile-garment industry may flourish in 2022: Industry body

Vietnam’s textile-garment sector is expected to earn $40 billion in...

Pic: Andy Nowack | Dreamstime.com

Textiles | On 29th Nov 2021

US textile & apparel exports up 20.15% in Jan-Sept 2021

The exports of textile and apparel from United States increased by...

Pic: craig hastings | Dreamstime.com

Textiles | On 29th Nov 2021

Germany’s GDP rises by 1.7% in Q3 2021 over Q2: Destatis

Germany’s gross domestic product (GDP) rose by 1.7 per cent in the...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Trainers faced immense challenges as most were not tech-savvy

Textile Industry, Head honchos

Textile Industry
Head honchos

Delay in adopting water sustainability both financially & environmentally...

Textile Industry, Head honchos

Textile Industry
Head honchos

Switch was not 100% pandemic related

Erwin Devloo,

Erwin Devloo

The Picanol Group is a diversified industrial group active worldwide in...

Noemi Sanchez,

Noemi Sanchez

Established since 1846, Evlox is a specialised denim manufacturer with its ...

Sanjay Jhunjhunwalla,

Sanjay Jhunjhunwalla

In the financial hub of eastern India, Kolkata, a humble production...

Silverio Baranzano, Fitesa

Silverio Baranzano
Fitesa

Fitesa is a leader in the nonwoven fabrics industry, specialising in...

Frank Heislitz, Freudenberg

Frank Heislitz
Freudenberg

Freudenberg Performance Materials is a leading global manufacturer of...

Thomas Ong P S, NanoTextile

Thomas Ong P S
NanoTextile

Malaysian company NanoTextile Sdn Bhd taps into the potentials of...

Suman Nathwani, Suman Nathwani

Suman Nathwani
Suman Nathwani

Designer <b>Suman Nathwani</b> talks about her journey of opening a...

Sunita Shanker, Label Sunita Shanker

Sunita Shanker
Label Sunita Shanker

Inspired by the rich traditional crafts of India, Sunita Shanker’s work is ...

Gaurang Shah, Label Gaurang Shah

Gaurang Shah
Label Gaurang Shah

Hyderabad based designer <b>Gaurang Shah</b>, has been traversing the...

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


November 2021

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


Advanced Search