Bureau of Indian Standards shows importance of Hallmarking gold in new campaign

The Bureau of Indian Standards (BIS) has launched its latest gold Hallmarking awareness initiative, speaking to consumers through multiple media. Conceptualised by Ogilvy and Mather, the campaign aims to create awareness among consumers to buy Hallmarked gold during the festive season.

The television commercial showcases the 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 also 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 in a light-hearted manner. The print and radio creatives are designed to effectively communicate the benefits of Hallmarking using minimalistic tactics.

The print one inspires the audience to take notice of the most important aspect of gold buying, to 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.

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 its launch in 2001, gold Hallmarking has been voluntary. We would prefer consumers purchase only Hallmarked gold from BIS licensed outlets to ensure guarantee of purity or fineness, which is the consumer’s right. We aim to usher a time where consumers walk into any jewellery store and demand 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 catalyse a mass consumer movement to drive preference for Hallmarked gold.”

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. With the ubiquitous utilitarian nature of gold, which is also an emotional purchase that spans across the country, which we had to link to something — the emotion of gold, the blessing and the value. Gold is always considered pure but would it all be worth it if the actual gold wasn’t? The digital films then do the job of educating people on how to go about Hallmarking their gold. It also serves as a myth buster for some of the facts about Hallmarking.”

The Campaign:

Credits:

Client: Bureau of Indian Standards

Creative Agency: Ogilvy and Mather

Creative: Neville Shah, Hemant Sharma and Manas Thorat

Executive Vice-President and Cluster Head: Prakash Nair

Client Services Director: Pratik Koltharkar

Account Supervisor: Prathamesh Thakur

Account Planning, Planning Director: Aditya Nagavekar

Production House: Oink Films

Director: Shirsha Guha Thakurta

Media Agency: DAVP

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