The Gem & Jewellery Export Promotion Council (GJPEC) is India’s apex body for the jewellery and precious stones industry. Most of the creative work for the same is exhibited via international media and forums. Triton is currently handling the creative mandate of this particular account in India and the size of the account is somewhere in the vicinity of Rs 9 crore. As per reliable industry sources, GJPEC has approached more than one agency for a pitch of sorts. The first round of presentations is scheduled in the coming week and the brief given to the agencies is pretty straight forward – spinning a creative thought around the brand GJPEC with an orientation towards print. The focus is purely on creative inputs and strategic direction.
In recent times, the Council has undertaken many initiatives for product development like setting up institutes in several important manufacturing centres in the country. It has set up an institute in Mumbai as per international standards, which would cater to a greater number of students, training them to serve the entire gems and jewellery trade.
The council has chalked out an aggressive and ambitious marketing plan as well. Several steps have already been initiated in this regard like running an advertising campaign in international publications. In addition, the Council does take initiatives like organising jewellery exhibitions and hosting annual awards for achievers within the same arena.
The Council has lately started fending for new markets, the first attempt has been a foray into the Latin American countries in line with the directions set out by the government of India. There are plans to explore other markets and work out fresh approaches and initiatives for existing ones.
The ideology behind the new creative hunt is pretty simple – it emphasises the thrust towards enhanced product development and marketing for the Gem & Jewellery Export Promotion Council.