MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and look for trustworthy sources while purchasing a precious metal as a blessing for the new member of the family.
Private gold refinery, Kundan Gold Refinery has launched a new brand campaign with the tagline "Bharosa Hai toh Hum Hai”.
The TV commercial starts with a woman asking her husband to buy gold as a shagun for their daughter-in law, to which husband nodded that he has already bought it. Hearing this, wife gets annoyed and says, he should have consulted her as people, nowadays, sell anything in the name of gold and one must check whether the gold is pure and certified.
The husband smiles and brings a box of Kundan Group Gold Coin and emphasises that this is from the government approved refinery with 999.9 percent guaranteed purity and 100 per cent buy back. The wife becomes happy at the husband's efforts on researching the right product and asks him to gift to their daughter in law. To her surprise, the husband says that it is for her.
The campaign aims to highlight the brand's commitment and priority towards quality and customer satisfaction and is launched to strengthen customer trust and make Kundan an ultimate choice for customers.
Kundan group director Vidit Garg says, “Since the inception of Kundan Gold refinery, we have been committed to providing best-in-class products and services to our customers. Our core priority is to bring right quality products for end customers. Moreover, through the campaign, we have taken an unconventional route and shift the focus to educate customers on the importance of buying a right product at an affordable price.”
"Trust plays an important role while buying a precious and expensive item like gold, especially when it comes to gifting this bride or groom. As a brand, we have always understood customer requirements and brought products and solutions matching up their expectations in terms of affordability and quality. We are committed putting our customers first by providing unmatchable experience in buying gold coins," he adds.
The campaign was conceptualised by creative agency, C’lab.
C’lab national creative director Saurabh Dasgupta mentions, “Gold holds great importance in Indian culture. However, when it comes to gifting gold, people think of only jewellery, we wanted to change that perception and replace it with Kundan coins.”
