MAM
Kundan Gold Refinery launches campaign for gold coins
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.”
MAM
Sameer Nair shares heartfelt note as he exits Applause Entertainment
After nine years building the streamer’s content engine, one of India’s best-known TV men is moving on
MUMBAI: Sameer Nair is out. The chief executive of Applause Entertainment, the content studio backed by Kumar Mangalam Birla’s media empire, has announced his departure after nearly nine years at the helm, closing the chapter on one of Indian entertainment’s more quietly consequential careers.
Nair, who built Applause from the ground up in its current avatar, oversaw a slate that spanned Indian originals and international adaptations, threading together a hub-and-spoke business model that partnered with streaming platforms, broadcasters and production houses alike. The results were uneven, as they always are in content, but the ambition was not.
In a post on LinkedIn, Nair was generous to his outgoing patron. He thanked Birla for being an “inspirational boss and a great patron of the arts,” and signed off with a cheerful “Au Revoir” and a promise to remain Applause’s biggest cheerleader. Whether that sentiment survives the next chapter remains to be seen.
No successor has been named. Applause Entertainment did not immediately comment.
Nair built the machine. Now someone else has to run it — and in a streaming market that is simultaneously consolidating and convulsing, that is no small ask.
