The films point out that while other assets depreciate and require a buyer at the time of resale, gold is quite easily redeemable
Madgaon: Ulhas Jewellers has launched a gold awareness campaign in Goa that relies on short-form films to explain why gold continues to hold its place as a reliable purchase of value. Conceived as a brand-building initiative rather than a sales pitch, the campaign uses three relatable Konkani language films to communicate how consumers should think about gold today.
The idea for the campaign emerged from a clear behavioral shift that the brand has been noticing on the shop floor. More customers are coming in for exchanging or monetizing old gold jewellery, a trend that has gathered momentum as gold prices have climbed. According to Vikram Verlekar, Managing Director, Ulhas Jewellers, this behaviour reflects growing confidence in gold as an asset rather than a product bought only for occasions. “When prices move up, people are reminded of gold’s strength,” he said. “Customers are walking in with old jewellery because they trust that gold has always held value and still does.”
At the centre of the films is a straightforward comparison between gold and other assets often described as ‘investments’. The films point out that while products such as cars, phones or luxury watches depreciate and require a buyer at the time of resale, gold does not come with that friction. “People call many things an ‘investment’,” Verlekar said. “But when you need liquidity, gold is the only asset that does not ask questions. You don’t need to hunt for a buyer. Any jeweller will value it, especially when money is needed urgently.”
The three films are deliberately short, conversational and built around familiar situations, delivered in the local language. One of the videos features a young child, underlining how deeply ingrained the idea of gold’s value is. “Even a child understands that gold means something,” Verlekar explained. “We kept the messaging simple and local so it feels instantly familiar. That is what makes people stop and watch.”
Humour has been used carefully, not for spectacle but to make the message easy to absorb and share. Instead of dramatic story-telling, the films rely on everyday moments that mirror real conversations. “A light touch helps,” Verlekar said. “When people smile, they are more likely to forward the video. That’s how the message travels without us pushing it too hard.”
The campaign has been designed as digital-first, with distribution focused on social media platforms and supported by selective cable television spots. A radio leg using the same tone and language is planned next. Outdoor advertising has been consciously avoided. “This content works best on digital,” Verlekar noted. “The humour, the dialogue, the pacing – it all fits online. If people share it, the reach comes without spending heavily on hoardings.”
Ulhas Jewellers is not tracking the campaign through immediate sales conversions. Instead, it is being evaluated as a long-term branding effort aimed at strengthening recall and trust. “I’m not chasing instant results here,” Verlekar said. “This kind of communication stays with people. It builds belief over time, and that matters more.”
While the current set of films focuses only on gold jewellery, the larger intent is to keep the brand relevant by tying gold into everyday financial thinking rather than occasion-driven buying cues. The emphasis remains on clarity, familiarity and local relevance.
Ulhas Jewellers operates three stores in Goa and serves customers across the State, with gold forming the core of its fine jewellery business.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
