Indiantelevision.com Team

(12 April 2007 6:00 pm)

MUMBAI: World Gold Council has announced their promotional campaign with television actress Sudha Shivpuri, better known as Baa and Tasneem Shaikh the much admired characters of Kyunki Saas Bhi Kabhi Bahu Thi, to commemorate the auspicious occasion of Akshaye Trithya one of the three and a half most auspicious days of the Hindu calendar.

According to Vedic astrologers, Akshaye Trithya is one of the most important days of the Vedic calendar. On that day the Sun - Surya and the Moon - Chandra are simultaneously at their peaks of brightness. Today Akshaye Trithya is considered as auspicious as the festival of Dhantaras.

To popularize this occasion in the Northern India they World Gold Council has embedded the concept in Hindi soaps like Bhabhi and Kumkum.
"We wanted to convey the message in an unconventional and a creative way therefore we thought of in serial promotion and this goes in with the flow of a script and not a mere commercial. Television is the best medium to target majority people and we selected the authoritative characters in their respective soaps to tell this to our people" she added.

Speaking on this occasion Sudha Shivpuri of Kyunki.saas bhi kabhi bahu thi. said " People purchase gold jewellery during the auspicious occasion of Akshaye Trithya because they believe that the purchase of gold on that day brings good luck and prosperity to the household. The common belief is that entering into your home with gold jewellery on the day of Akshaye Trithya will invoke blessings and success on your household".

Apart fom other TVC and print ads, World Gold Council has also tied up with ICICI bank. The ICICI card holders get attractive EMIs on purchase of gold till 30 April.

The promo will be aired from 12 April 2007 on the television channels across India.

Founded in 1987, World Gold Council is a commercially driven marketing organisation headquartered in London with offices in 11 countries. WGC aims to promote the demand for gold through marketing activities in major international markets. These marketing efforts focus on gold in all its forms: jewellery, investment, reserve assets and industrial usage.