World Gold Council and D’damas unveiled a new marketing campaign for their brand ‘Gold Expressions’ on December 16, 2008 at Taj Land’s End, Bandra, Mumbai. The product is an Italian line of gold jewellery targeted at a very niche segment of Indian women who routinely wear western clothes with which this jewellery will blend seamlessly. The marketing campaign was conceptualised by Bartle Bogle Hegarty (BBH) of London and will be publicly launched on December 20, 2008.

The campaign draws its inspiration from the romance of Italian cinema and the jewellery has been crafted by master Italian craftsmen like Fifth Season Berry, Graziella and Silmar. Since the jewellery is refreshingly different, Mehul Choksi, chairman, Gitanjali Group and D’damas, describes it “as an attempt to celebrate a woman’s achievements in a modern and stylised way.”