The Indian Association for Gold Excellence and Standards (IAGES) is empowering gold buyers this festive season to make informed purchases by amplifying awareness about its #PehlaCheckIAGES campaign through engaging ad film created to build assurance and trust among buyers.
Since its launch in December 2025, the ‘Before you buy Gold, #PehlaCheckIAGES’ campaign has urged consumers through diverse outdoor advertising formats and digital platforms to always verify their jeweller’s accreditation before they step out to purchase or exchange their gold.
With the new film, the Self-Regulatory Organisation formed for and by the gold industry, aims to deepen the recall value of its campaign by moving beyond awareness to making #PehlaCheckIAGES a habit this festive season. The film draw inspiration from the festive and wedding season as well as from everyday life and aim to make checking for an accreditation as normal as checking for every other tiny detail as in these three scenarios.
“From the time we launched this campaign almost a year ago, we have been relentless in our pursuit of reaching as many people as we can with our ‘Before you buy Gold, #PehlaCheckIAGES’ campaign, so that consumers never have to purchase gold again with any doubts or fears. Unveiling first of our our three-film series during this period of celebrations is an extension of that endeavour. Our goal is to help consumers follow the simple habit of verifying jeweller’s accreditation before they buy or exchange gold,” said Kaushlendra Sinha, CEO, IAGES.
The first of its three-film series targets festive buying and is set in a colony lit up for Diwali. The film features a hyper Aunty in a colony lit up for Diwali who tracks every guest, gift box and shopping bag. However, when she herself steps out dressed in gold, people from the colony ask her the one question she has never asked herself — has she checked her jeweller’s IAGES accreditation?
IAGES currently has a network of 950+ accredited partner stores across 250+ cities pan India. Consumers can verify a jeweller through the IAGES Accredited Partner Directory at https://www.iages.com/accredited-partners
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