GJEPC Cam­paigns High­light In­dus­try Con­tri­bu­tions, Achieve­ments

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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.”

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.”

“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.”

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