19 Nov 2018
DiamondWorld Directory
Home |
News
Home
Bureau of Indian Standards Launches New Hallmarking campaign
A holistic marketing campaign aims to create awareness amongst consumers to buy Hallmarked gold during festive season.
By: Diamond World News Service
|
Nov 3 2018 3:08PM
|
Reference: 16775  

DecreaseIncrease

Bureau of Indian Standards (BIS) has launched their latest gold Hallmarking awareness campaign that speaks to consumers through popular media like electronic, print and digital. A holistic marketing campaign aims to create awareness amongst consumers to buy Hallmarked gold during festive season.

The effort of raising awareness around Hallmarking is rooted in true-to-life stories that consumers can relate to. The stories for every medium are different and the messages for hallmarking have a refreshed approach. The television commercial showcases connect of gold across generations, geographies and occasions. It highlights gold’s appeal among all ages, the tradition of gold changing hands in the family through many generations, in refined subtlety. It explores gold’s socio-cultural ties with weddings, festivities and gifting. The digital films bring to life the most common facts about hallmarked gold. A curious pair of characters answers those questions using a light-hearted banter.

The print and radio creatives are designed to effectively communicate the benefits of Hallmarking using minimalistic tactics. The print creatives inspire the audience to take notice of the most important aspect of gold buying – look for four symbols of Hallmark while buying gold. The radio creative champions the cause of raising awareness using humor and wit that is instantly relatable and endearing. Gold buying in India is not a trend or a necessity, it is entrenched into our cultural ethos; and the entire campaign appreciates this uniqueness in a relatable manner.

Remarking on the new campaign, Sh. H. L. Upendar, Deputy Director General, Consumer Affairs, Bureau of Indian Standards said, “The benefits of Hallmarking are widely recognised in India’s gold industry. Hallmarking has a direct correlation with consumer trust, and confidence. However, the awareness among consumers is still not high which makes them susceptible to under-caratage. Since launch of Hallmarking in 2001, gold Hallmarking has been voluntary. We would prefer consumer purchase only Hallmarked gold from BIS Licensed Outlets to ensure guarantee of purity or fineness which is consumers’ right. We aim to usher a time where consumers walk into any jewellery store and demand for only Hallmarked gold. We want consumers to look for the four symbols of Hallmark and make informed purchases. In a country where millions invest their life savings into gold purchases; they deserve pure and certified gold. Through this campaign, we aim to catalyze a mass consumer movement to drive preference for Hallmarked gold.”

Commenting on the conceptualization of the campaign, Neville Shah, Executive Creative Director, Ogilvy and Mather, said "This campaign is supposed to cause a shift in behaviour. And that’s the hardest. What’s harder is the fact that it isn’t a tangible product. It’s more like a service. A concept. And with the ubiquitous utilitarian nature of gold, that is also an emotional purchase, that spans across the country, which we had to link to something. The emotion of gold. The blessing. The value. The fact that gold is always considered to be pure. And would it all be worth it, if the actual gold wasn’t? The digital films then do the job of educating people how to go about hallmarking their gold. It also serves as a myth-buster for some of the facts about hallmarking."

Have Your Say
* Your view
* Name:
* Email:
* Town/city:
* Country/State:
Advertisement
M. Suresh234x60
Search News by City
Advertisement
Kosher 23460
Advertisement
HouseAd_Trade Fair
Recent Issue
2018
AVAILABLE NOW...!
Advertisement
Kosher 23460
News in Pictures
Videos
India Diamond Week
Pictures: 8
Spotted: Who Wore What (October 2018)
Pictures: 7
Spotted: Who Wore What (September 2018)
Pictures: 6
70th Emmy Awards
Pictures: 11
35th India International Jewellery Show 2018
Pictures: 46
Spotted: Who Wore What (August 2018)
Pictures: 4
Spotted: Who Wore What (July 2018)
Pictures: 5
Spotted: Who Wore What (19th to 30th June 2018)
Pictures: 11
JCK Las Vegas 2018
Pictures: 42
Carat+ 2018
Pictures: 20
JJS - IJ Jewellers Choice Design Awards 2015 powered by GIA
Views: 12249
GJEPC Chairman Interview
Views: 11338
IJ Jewellers Choice Design Awards 2012 - Part 1
Views: 17841
Promo for IJ Awards 2012 at NDTV Profit
Views: 29589
IJ Jewellers Choice Design Awards 2012- Part 2
Views: 32568
Couture India 2016 - A Business Boutique Show by IJ Magazine
Views: 9346
Savjibhai Dholakiya, Surat Businessman (Diamond Merchant) speaks in Vibrant 2015
Views: 30935
IJ Jewellers Choice Design Awards 2013 - NDTV Video
Views: 29597
Advertisement
Kiran Gems
Advertisement
Jewellery Arabia 2018
Member of:
Supporter of: