New initiative targets Gen Z and Millennials, redefining gold as a symbol of modern self-expression.

The campaign aims to increase awareness, relevance and adoption of gold jewellery among young Indian women

The advertisement shows the actor experimenting with silver jewellery to find a perfect match, only to finalise upon a pair of earrings after seeking approval from her pet dog

Jewellery advertising is undergoing a metamorphosis, with fresh, new themes and storyboards that reflect the changing societal attitudes and new-age customer preferences. Besides, the medium of the message is changing as well, discovers Suneeta Kaul

The World Gold Council unveiled a multi-media campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian consumers. The integrated campaign that will be rolled out in two phases through 2021, aims to attract millennials and gen-Z by building a meaningful context of role of gold jewellery in their contemporary expressions

Digital content creators across the whole ambit of social media are becoming increasingly popular -- the recent advertising campaign by Abaran Timeless Jewellery, Bangalore has crossed 5 lakh views in a day. Pratap Kamath, MD of Abaran Timeless Jewellery explains how this campaign was conceptualised

‘For Moments Like No Other’ fronted by actress Ana de Armas highlights moments to be celebrated with natural diamonds