{"id":952,"date":"2020-08-12T08:57:12","date_gmt":"2020-08-12T08:57:12","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/\/?p=319"},"modified":"2020-09-23T19:06:09","modified_gmt":"2020-09-23T13:36:09","slug":"gjepc-videos-choose-humour-over-sentiment-to-promote-gold-diamonds","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/gjepc-videos-choose-humour-over-sentiment-to-promote-gold-diamonds\/","title":{"rendered":"GJEPC Videos<\/strong><\/em> Choose Humour Over Sentiment To Promote Gold, Diamonds"},"content":{"rendered":"\r\n

GJEPC has partnered with Times Studio to create six videos that promote gold investments and diamond gifting, but instead of using emotional appeal, like jewellery ads, they use humour to make a point about financial realities<\/strong><\/h4>\r\n\r\n\r\n\r\n

Most jewellery ads feature tears, but the GJEPC has chosen laughter to do the job. The Council has commissioned six promotional videos to promote gold investment and diamond gifting, but unlike traditional jewellery ads, these do not use sentiment to appeal to the viewers\u2019 hearts. Instead, the videos employ humour to reach the consumers\u2019 minds and make some practical financial points.<\/p>\r\n\r\n\r\n\r\n

The Times Studio, a digital video content company of the Times group, has created these six videos for GJEPC as a follow-up to the two created initially. The Council tested the waters with the first two videos, and the promising response led to latest six. Three of these six videos promote gold investment to buffer life\u2019s big expenditures. The other three promote diamond gifting as the most enduring, financially sound indulgence for life\u2019s landmark events.<\/p>\r\n\r\n\r\n\r\n

<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a>
This gold investment video uses humour to assert that gold investments can cushion sudden expenditure like hospitalization<\/figcaption><\/figure>\r\n\r\n\r\n\r\n

THE VIDEOS<\/h4>\r\n\r\n\r\n\r\n

Three of the videos that promote gold investment feature varied age groups.<\/p>\r\n\r\n\r\n\r\n

The first video shows a mature couple, in their 30s, dealing with an unexpectedly large bill for a hospitalization. To their dismay, their insurance does not cover the entire bill. However, the voiceover says that gold is an investment that can meet unforeseen expenditures like hospital bills.<\/p>\r\n\r\n\r\n\r\n

The second video shows a similar, almost middle-aged couple planning purchases to furnish a new home. The video conveys that whether it\u2019s imported furniture or quality furnishings, gold can help fund planned expenses like these as well.<\/p>\r\n\r\n\r\n\r\n

The third video shows a father exploring higher education options for his teenaged son. The sale of other tangible assets, like land and property, can fund only so much, while gold can easily be used for cash to fund better options in important expenses like higher education. The other three videos promote diamond gifting over spending on indulgences like designer clothing, cars or gadgets to mark life\u2019s big occasions.<\/p>\r\n\r\n\r\n\r\n

The first video shows a young couple, with the husband announcing that he has a big surprise for his wife. Since it\u2019s a big and important surprise, she expects diamonds, but is disappointed to find it\u2019s just a dress. The husband\u2019s big romantic surprise would have been much more powerful if it were diamond jewellery.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a><\/figure><\/div>\r\n\r\n\r\n\r\n

On diamonds, we wanted to emphasize that unlike everything else in one\u2019s life, which perishes, a diamond is truly forever and is the ultimate gift of love. On gold, we wanted to emphasize the importance of gold in your life and how it can help in any and every situation as it is probably the only asset class that is risk-free<\/strong><\/p>\u2013 COLIN SHAH<\/strong>
Vice Chairman, GJEPC<\/strong><\/cite><\/blockquote>\r\n\r\n\r\n\r\n

The second video shows the husband gifting his wife a new camera, but there are newer, more advanced models of the same camera in the market. The wife\u2019s delight turns to disdain and there is no pleasure in the gifting.<\/p>\r\n\r\n\r\n\r\n

The third video shows the couple gushing over their new car. But the neighbour drives up in the same car and reminds them that he has a better equipped, upgraded model. The wife\u2019s pride in their swanky car is dashed and the joy of the acquisition evaporates instantly.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a>
Another humourous gold investment video shows a middle-aged father exploring hig<\/figcaption><\/figure>\r\n\r\n\r\n\r\n

The idea was to try a tonality very different from typical jewellery ads \u2013 the appeal to emotions, tradition, the focus on relationships and the generally warm and fuzzy feel. As the Council, they wanted their communication to look different, so we chose humour<\/p>\u2013 PUNIT SHETH
Senior VP, content and creative, Times Studio<\/cite><\/blockquote>\r\n\r\n\r\n\r\n

THE THOUGHT<\/h4>\r\n\r\n\r\n\r\n

Punit Sheth, Senior VP, content and creative, Times Studio, explains what the challenge was before them. \u2018When we met the GJEPC, we learnt that the younger generation was losing faith in traditional commodities like gold and diamonds. People today are more inclined towards experiences, their choices are more brand-oriented, and they are less keen to buy jewellery. But gold and diamond are extremely liquid in nature and can be encashed quickly. So we needed to figure out how to make gold and diamonds contextual and relevant to the young-but-settled consumer for occasion gifting and investment.\u2019<\/p>\r\n\r\n\r\n\r\n

Colin Shah, Vice Chairman, GJEPC, explains what they were trying to achieve with the videos. \u2018We at GJEPC were trying to create awareness on the various relevant reasons a consumer should buy diamonds and gold. On diamonds, we wanted to emphasize that unlike everything else in one\u2019s life which perishes, a diamond is truly forever and is the ultimate gift of love. On gold, we wanted to emphasize the importance of gold in your life and how it can help in any and every situation as it is probably the only asset class that is risk-free.\u2019<\/p>\r\n\r\n\r\n\r\n

However, the Council was keen that its communication not look like that of jewellery brands. The aim was to motivate the consumer and benefit the industry in general, much like the \u2018mutual funds sahi hai\u2019 campaign. \u2018The idea was to try a tonality very different from typical jewellery ads \u2013 the appeal to emotions, tradition, the focus on relationships and the generally warm and fuzzy feel. As the Council, they wanted their communication to look different, so we chose humour,\u2019 explains Sheth. \u2018We wanted to convey financial practicalities and the harsh realities of life, but through the lens of humour.\u2019<\/p>\r\n\r\n\r\n\r\n

Shah adds, \u2018We tried to break the clutter by bringing some humour into the ads so that they catch anyone\u2019s attention.\u2019 He also says that featuring various age groups in the videos \u2013 from middle-aged parents to young couples \u2013 is a way of reaching out to diverse consumer groups. \u2018With the style and the content of the videos, we are trying to reach out to all ages, varied target groups, as the message is generic in nature,\u2019 he adds.<\/p>\r\n\r\n\r\n\r\n

THE STRATEGY<\/h4>\r\n\r\n\r\n\r\n

The videos, says Sheth, present situations in which gold can bail you out more quickly than other investment options. The other message, which the diamond videos convey, is that of investing in diamonds as a more thoughtful gift than depreciating assets like phones.<\/p>\r\n\r\n\r\n\r\n

Hence, says Sheth, the six videos depict situations in which an asset class has failed. \u2018The life situations depicted in the gold investment videos are in the 5-6 lakh or 10-12 lakh price points, which can be managed through investments like gold. The diamond videos portray diamonds as the ideal gift. We acquired insights about how consumers are buying for \u201cbigmoment\u201d gifting, for landmark events like anniversaries, the birth of a child, auspicious occasions and, of course, weddings. The videos pitch diamonds as enduring gifts over cars, dresses, etc., for which there will always be upgrades,\u2019 he explains.<\/p>\r\n\r\n\r\n\r\n

A LIGHT-HEARTED APPROACH<\/h4>\r\n\r\n\r\n\r\n

Sheth says that because the videos talk about life\u2019s big truths \u2013 emergency expenditure, financial crunch, saving and investments \u2013 a serious approach might have bordered on \u2018preachy\u2019. \u2018Also, the emotional space is already dominated by traditional jewellery players. The idea was to promote buying of gold and diamonds, but in a different space from brands,\u2019 explains Sheth.<\/p>\r\n\r\n\r\n\r\n

GJEPC\u2019s Shah feels the videos deliver their message effectively, and that the platform has the potential to further strengthen the Council\u2019s communication to the public. \u2018The videos are good as a start. As we evolve the themes and the style of the videos, based on feedback from the trade, we are sure they will become great,\u2019 he says.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a>
The diamond promotion videos seek to convey the enduring value of a diamond as a gift on life\u2019s special occasions<\/figcaption><\/figure>\r\n\r\n\r\n\r\n

<\/p>\r\n","protected":false},"excerpt":{"rendered":"

GJEPC has partnered with Times Studio to create six videos that promote gold investments and diamond gifting, but instead of using emotional appeal, like jewellery ads, they use humour to make a point about financial realities Most jewellery ads feature tears, but the GJEPC has chosen laughter to do the job. The Council has commissioned…<\/p>\n","protected":false},"author":1,"featured_media":1671,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\nGJEPC Videos Choose Humour Over Sentiment To Promote Gold, Diamonds - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<meta name=\"googlebot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta name=\"bingbot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gjepc.org\/solitaire\/gjepc-videos-choose-humour-over-sentiment-to-promote-gold-diamonds\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GJEPC Videos Choose Humour Over Sentiment To Promote Gold, Diamonds - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine\" \/>\n<meta property=\"og:description\" content=\"GJEPC has partnered with Times Studio to create six videos that promote gold investments and diamond gifting, but instead of using emotional appeal, like jewellery ads, they use humour to make a point about financial realities Most jewellery ads feature tears, but the GJEPC has chosen laughter to do the job. 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