Joy Alukkas has partnered with World Gold Council (WGC), to join WGC’s platform ‘Only Gold’, which promotes the allure and lure for the yellow metal. The platform is a fully integrated multi-media campaign, with elements of knowledge on ‘gold truths’ as being auspicious in a cultural set up, and advertisement which promote its beauty.

The Joy Alukkas Group is seeing this partnership as a leverage to its brand, as well as an opportunity to promote gold jewellery in full force. Through the partnership, WGC will enter its first pan–regional campaign to be launched in the prominent gold jewellery markets of India and Gulf countries. The programme recently was given a new look with a fresh advertising campaign.