The Gem Jewellery Export Promotion Council (GJEPC) has launched two new corporate campaigns for the domestic and overseas markets that shine the spotlight on the industry’s workforce and call attention to India’s forte in producing high-quality diamonds, gemstones and jewellery.
The domestic campaign was launched at the India International Jewellery Show (IIJS) in August, and the international campaign was recently unveiled at the Hong Kong Jewellery & Gem Fair in September.
The domestic campaign showcases how the Indian gem and jewellery industry has not only contributed generously to the nation’s growth, but has also nurtured the lives of its 5 million workers and their families, the GJEPC stated. The campaign was conceived by Mumbai-based ad agency Alok Nanda & Company (ANC), and was shot by renowned photographer Santosh Verma, using black and white photography to create a distinct image.
Speaking about the experience, Ronnie Wadia, senior partner & creative director, ANC, said, “We tried to humanise the gem and jewellery industry by giving it a human face, thereby softening its image and creating an emotional connect. The backbone of this industry is its 5 million skilled workforce comprising gemstone cutters and jewellery craftsmen. The karigar became the face of the campaign, through whom we told our story.”
Pramod Agrawal, chairman, GJEPC, said, “The Indian gem and jewellery industry is the shining star of the Indian economy, contributing a staggering 14% to merchandise exports with total exports worth $41 billion, employing a workforce of 5 million, and is a striking example of ‘Make in India’. The current stature of our industry can be purely attributed to its hard work, perseverance and discipline among other factors. The Indian gem and jewellery fraternity has contributed immensely towards the welfare of society through several philanthropic activities over many decades.”
The GJEPC’s domestic campaign also aims to elevate perceptions and change optics in the wake of the multi-crore banking scam involving jewellers Nirav Modi and Mehul Choksi and Punjab National Bank, which dented the sector’s image to some extent. The domestic campaign was designed to underscore how the industry has stood the test of time and that the singular aberration didn’t reflect the ethos of the sector, the Council said.
Colin Shah, vice chairman, GJEPC, added, “The brief to the agency was to bring alive the humane aspect of the gem and jewellery industry , which has not just impacted millions of lives, but has nurtured them in the process of attaining global leadership over the last several decades. The campaign subtly demonstrates the achievements of this industry, which is empowered by its talented workforce coupled with the ability to produce world-class gems and jewellery through constant innovations and breakthrough technology.”
India campaign ads
International campaign ads
“The campaign subtly demonstrates the achievements of this industry, which is empowered by its talented workforce coupled with the ability to produce world-class gems and jewellery through constant innovations and breakthrough technology.”
Milan Chokshi, convener – promotions & marketing, GJEPC, noted, “The campaign’s positioning is aimed at reinforcing confidence in the gem and jewellery trade that was impacted by the recent fallout. It’s an endeavour to shed light on the positives of the industry to the audience at large.”
Global reach
The GJEPC’s international corporate campaign projects India’s unparalleled forte in producing exceptional diamonds and gems, and highlights its finesse in crafting exquisite, intricate jewellery.
Colin Shah said, “The GJEPC launched its international campaign this year at Hong Kong as one could not think of a better platform than this. The show witnesses the convergence of leading gems and jewellery players from across the globe. India’s skill set in cutting and polishing diamonds and gemstones makes it a predominant leader in this segment
“Ready availability of raw material, cost-effective labour, and skills passed through generations make the Indian gem and jewellery industry the most preferred destination for gems and jewellery globally. The campaign features India as the one-stop destination to source world-class gems and jewellery.”