Joy Alukkas enters into a strategic partnership with World Gold Council |
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Joy AlukkasJoy Alukkas
has announced a strategic marketing partnership with World Gold CouncilWorld Gold Council in Dubai. A new gold ad campaign under World Gold CouncilWorld Gold Council's 'Only Gold' platform was also unveiled on the occasion. This is World Gold CouncilWorld Gold Council
's first pan-regional campaign, which will launch across key gold jewellery markets of India and the Gulf countries. This multi-media campaign will use a combination of advertising and promotional activities including television, print, point-of-sale, online and other digital media. The Only Gold platform transforms legendary beliefs about gold into contemporary 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 people's 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 CouncilWorld Gold Council said: "World Gold CouncilWorld Gold Council recently announced Only Gold, our new marketing platform worldwide. 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 AlukkasJoy Alukkas is a step further in that direction."
Joy Alukkas, Chairman of Joy Alukkas GroupJoy Alukkas Group of Companies, which is now a $750 million (Dh2,755) company with operations in eight countries said: "We are proud to be associated with World Gold CouncilWorld 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 adding it to our brand's glory."
The campaign features Indian models Tapur and Tupur Chatterjee who will be seen together in a commercial for the first time. The commercial is directed by filmmaker Shoojit Sarkar.
By Staff Writer
© Emirates Business 24/7 2008
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