Hallmark makes it gold!
BIS
commences Hallmarking campaign
Hallmarking
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Bureau
of Indian Standards (BIS) just launched their latest gold Hallmarking awareness
campaign that speaks to consumers through popular media like electronic, print
and digital. A holistic marketing campaign aims to create awareness amongst
consumers to buy Hallmarked gold during festive season.
The
effort of raising awareness around Hallmarking is rooted in true-to-life
stories that consumers can relate to. The stories for every medium are
different and the messages for hallmarking have a refreshed approach. The
television commercial showcases connect of gold across generations, geographies
and occasions.
It
highlights gold’s appeal among all ages, the tradition of gold changing hands
in the family through many generations, in refined subtlety. It explores gold’s
socio-cultural ties with weddings, festivities and gifting. The digital films
bring to life the most common facts about hallmarked gold. A curious pair of
characters answers those questions using a light-hearted banter.
The
print and radio creatives are designed to effectively communicate the benefits
of Hallmarking using minimalistic tactics. The print creatives inspire the
audience to take notice of the most important aspect of gold buying – look for
four symbols of Hallmark while buying gold.
The
radio creative champions the cause of raising awareness using humour and wit
that is instantly relatable and endearing. Gold buying in India is not a trend
or a necessity, it is entrenched into our cultural ethos; and the entire
campaign appreciates this uniqueness in a relatable manner.
Remarking
on the new campaign, Sh. H. L. Upendar, Deputy Director General, Consumer
Affairs, Bureau of Indian Standards said, “The benefits of Hallmarking are
widely recognised in India’s gold industry. Hallmarking has a direct
correlation with consumer trust, and confidence. However, the awareness among
consumers is still not high which makes them susceptible to under-caratage.
Since
launch of Hallmarking in 2001, gold Hallmarking has been voluntary. We would
prefer consumer purchase only Hallmarked gold from BIS Licensed Outlets to
ensure guarantee of purity or fineness which is consumers’ right.
We
aim to usher a time where consumers walk into any jewellery store and demand
for only Hallmarked gold. We want consumers to look for the four symbols of
Hallmark and make informed purchases. In a country where millions invest their
life savings into gold purchases; they deserve pure and certified gold. Through
this campaign, we aim to catalyze a mass consumer movement to drive preference
for Hallmarked gold.”
Commenting
on the conceptualization of the campaign, Neville Shah, Executive Creative
Director, Ogilvy and Mather, said "This campaign is supposed to cause a
shift in behaviour. And that’s the hardest. What’s harder is the fact that it
isn’t a tangible product. It’s more like a service.
A
concept. And with the ubiquitous utilitarian nature of gold, that is also an
emotional purchase, that spans across the country, which we had to link to
something. The emotion of gold. The blessing. The value. The fact that gold is
always considered to be pure. And would it all be worth it, if the actual gold
wasn’t? The digital films then do the job of educating people how to go about
hallmarking their gold. It also serves as a myth-buster for some of the facts
about hallmarking."
Link
to the TVC Links to the digital campaign:
https://youtu.be/Uc3M_tzKUV4 , https://youtu.be/RmiabcgVMfg , https://youtu.be/T6cFvvmBNao , https://youtu.be/ks2n5oJV23o
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