Malabar Gold & Diamonds’ campaign amplifies the brand’s ‘One India One Gold Rate’ strategy

Malabar Gold & Diamonds

Conceptualized by dentsu India Group for Malabar Gold & Diamonds, the film focuses on customer benefits from uniform gold pricing and reaffirms its commitment to responsibly sourced products. 

Malabar Gold & Diamonds launches One India One Gold Rate – an initiative offering uniform gold rate across all states in the country for 100% BIS hallmarked and responsibly sourced gold without compromising on the quality and purity of gold. The campaign One India One Gold Rate will be promoted across all platforms: television, digital, and print.

The TVC launched by Malabar Gold and Diamonds – #MalabarPromise offers purchase of gold at a uniform price with #OneIndia #OneGoldRate across any Malabar stores in the country. In India, gold is not only considered auspicious, it also is a primary instrument of saving and investment across strata. The gold customers are buying is conflict-free and pure by ensuring responsible sourcing. Malabar Gold & Diamonds has been offering 100% BIS hallmarked gold ornaments for more than two decades despite no government mandate to ensure the same in the interest of customers.

Commenting on the new initiative, Ahammed MP, Chairman, Malabar Group said, “While the Covid-19 pandemic has caused severe turmoil across sectors, the demand for gold has stayed consistently high. This shows the Indian consumer’s affinity towards the yellow metal as a saving and wealth creation instrument. Our initiative of One India One Gold Rate aims to further protect the consumer interest by providing them with a uniform gold rate without compromising purity. Gold is a part of Indian tradition for centuries and is a part of all auspicious occasions. However, for it to be truly auspicious, it needs to be procured responsibly without the exploitation of the stakeholders. We at Malabar, believe in our key principles – consumer interest, transparent business practices, and sustainable and inclusive growth. This is one big step towards our commitment to our customers across the country.”


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Commenting on the campaign, Rigved Sarkar, Creative Director, dentsu India Group, said, “Malabar’s Promises have a successful legacy of delivering on the brand’s positioning, and this is another amazing addition to the bouquet. With a fantastic team and a wonderful client on our site, we have been able to deliver on the Promise through a beautiful and endearing film with Mr. Anil Kapoor, that puts a smile on your face every time you watch it.”

As the customers gear up for Dhanteras and Diwali, Malabar’s initiative on uniform gold pricing would be implemented across its 120 showrooms in the country. Malabar Gold & Diamonds is known for its quality and exquisite designs.  Malabar’ One India One Gold Rate is a step in the direction to create a transparent and level playing field while ensuring the benefit to the consumer as the primary objective.

“For Malabar Gold and Diamonds, promises are their backbone, their relationship with their customers start with the promises. It gives us the joy to craft their new promise on responsible sourcing which leads to One India One Gold Rate. It’s a game-changer idea among the category, and Mr. India conveyed the brand-new promise in his own fashion.” said Anish Varghese, Chief Creative Officer, dentsu India Group.

‘Malabar Promise’ is a set of assurances offered by the brand exclusively to its customers to enable worry-free shopping as well as to safeguard their purchases for their lifetime.  Another key aspect from Malabar is the buyback assurance to the customer whenever they want to sell or exchange their gold across India.



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