World Gold Council partners with GJEPC to promote gold jewellery in India

By

Maverick Martins

Published
Jul 13, 2021

The World Gold Council (WGC) has signed an agreement with the Gems and Jewellery Export Promotion Council (GJEPC) to promote gold jewellery in the country this year.
 

As part of the agreement, WGC and GJEPC will fund a multi-media marketing campaign to promote the jewellery sector in India among Indian consumers especially millennials, to revive jewellery sales amid the Covid-19 disruptions.
 
Commenting on the partnership, Somasundaram PR, regional CEO India at the World Gold Council, in a statement said: “The Indian gold jewellery linked largely to planned to buy for traditional occasions, maybe missing a crucial link to many other life-worthy moments that younger audiences cherish. We are working together with GJEPC to create this crucial link.”

Colin Shah, chairman at GJEPC added: “The objective is to develop a sustainable model for an industry-led initiative to drive growth for gold jewellery in the market and drive consumption in India. I believe that, while there is a renewed interest in handcrafted gold jewellery, we need creative solutions to match the contemporary women's aesthetic sensibilities.”
 
The campaign will be rolled out across the country in the coming weeks and McCann has been appointed as the creative partner while Motivator, Group M will be the media partner for the marketing campaign.