The Indian Association for Gold Excellence and Standards (IAGES) has released the first of three films under its #PehlaCheckIAGES campaign, encouraging consumers to verify their jeweller's accreditation before purchasing or exchanging gold during the festive and wedding season.

Launched in December 2025, the campaign seeks to make accreditation checks a routine part of gold-buying decisions. Through outdoor advertising and digital platforms, IAGES has been encouraging consumers to check whether their jeweller is an accredited partner before visiting a store.

The newly released film is set in a residential colony decorated for Diwali. It features a woman who keeps track of guests, gifts and shopping bags but is questioned by other residents about whether she has checked her jeweller's IAGES accreditation before purchasing gold. The film uses the festive setting to reinforce the campaign's message of making accreditation verification a regular consumer practice.

"From the time we launched this campaign almost a year ago, we have been relentless in our pursuit of reaching as many people as we can with our 'Before you buy Gold, #PehlaCheckIAGES' campaign, so that consumers never have to purchase gold again with any doubts or fears. Unveiling first of our three-film series during this period of celebrations is an extension of that endeavour. Our goal is to help consumers follow the simple habit of verifying jeweller's accreditation before they buy or exchange gold," said Kaushlendra Sinha, CEO, IAGES.

IAGES currently has more than 950 accredited partner stores across over 250 cities in India. Consumers can check jeweller accreditation through the association's Accredited Partner Directory on its website or call its toll-free helpline at 1800 309 2424.