GJEPC launches series of 10 short films to promote festive jewellery
The Gem and Jewellery Export Promotion Council has created 10 short films, which can be used by its partner jewellers to promote diamond and gold jewellery this festive season.
The GJEPC’s new mini-series was shot in Hindi and is also available to India International Jewellery Show retailers dubbed in a variety of local languages including Bengali, Tamil, Telugu, Kannada, Malayalam, and Gujarati, among others. The films are designed to promote jewellery sales this festive season, a time when many jewellery brands are hoping to recover from the effects of lockdown and the ongoing coronavirus crisis.
Five of the films focus on diamond jewellery and titles include ‘Birthday’, ‘Candle Light Dinner’, and ‘New Car and promote diamond jewellery as a gifting option. The films on gold jewellery include ‘Counselling’, ‘Hospital’, and ‘Insurance’ and focus on promoting gold jewellery as an investment. Jewellery retailers can purchase the films at a nominal fee and have their brand logo added to the film, the GJEPC announced on its website.
“Covid has dramatically changed the retail experience,” said GJEPC chairman Colin Shah, the GJEPC reported.
“And as we head into the biggest jewellery-buying period of the year, consumers with sizeable discretionary income are being wooed by a dazzling array of high-end products with big promotional budgets, such as cars, electronics and appliances. It’s imperative for the jewellery category to stand out in this festive melee.”
“Through its series of commercial films, the GJEPC is driving the message of ‘gold as an investment’ and ‘diamond jewellery as the ultimate gifting option’ this Dhanteras,” said Shah.
“Retailers must pitch in and take full advantage of this opportunity to reach out to their customers to not just retain, but grow jewellery’s share of the consumer’s wallet.”
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