World Gold Council and Joy Alukkas
August 20, 2008
Joy Alukkas, leading gold retailers in India and Middle East today 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”.