BrandBuzz

IAGES’ New Film Moves #PehlaCheckIAGES From Awareness To Habit This Festive Season

Through These Engaging Films, IAGES Urges Gold Buyers To Choose Only Accredited Retailers So As To Be Assured Of Transparent Business Practices, Ethically Sourced Gold and Hallmarked Gold Jewellery, Even Before They Step Out To Make The Purchase

Published

52 minutes ago

November 2, 2026

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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 an 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 draws inspiration from the festive and wedding season as well as from everyday life and aims to make checking for an accreditation as normal as checking for every other tiny detail, as in these three scenarios.

Kaushlendra Sinha, CEO, IAGES said:

“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 the first of 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 a jeweller’s accreditation before they buy or exchange gold.”

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?

Film Link:

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Aspect Bullion & Refinery Unveils Signature Collection At Two-Day Launch Event At Oberoi Mall, Mumbai

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Aspect Bullion & Refinery Unveils Signature Collection At Two-Day Launch Event At Oberoi Mall, Mumbai

An Exclusive Collection Inspired By India’s Festive Traditions Was Unveiled At Oberoi Mall, Mumbai

Published

2 days ago

October 31, 2026

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Aspect Bullion & Refinery, a leading player in India’s bullion space, successfully unveiled its new collection at a two-day launch event held at Oberoi Mall, Goregaon, Mumbai, on October 31 and November 1, 2026. The event showcased an exclusive range of silver products inspired by India’s rich cultural heritage, festive traditions and evolving gifting preferences.

The newly launched collection brings together traditional craftsmanship and contemporary design, offering consumers a diverse selection of silver products for festive celebrations, gifting and collecting. Key highlights include the 12 Jyotirlinga Collection, Ashtavinayak Collection, temple-inspired silver pieces, festive coins and distinctive collectible designs. The collection also features travel-inspired offerings, catering to customers seeking meaningful and memorable keepsakes.

The launch reflects Aspect Bullion & Refinery’s continued commitment to expanding its presence in India’s precious metals retail segment while making gold and silver more accessible to consumers. With a growing retail footprint across more than 20 locations in Mumbai, the company is focused on bringing curated collections and convenient bullion-buying experiences closer to customers.

Alongside its retail offerings, Aspect Bullion & Refinery is also embracing technology-led solutions through its gold vending machines. These machines enable customers to purchase gold in different denominations at live, market-linked prices, with real-time rates displayed for greater transparency. Multiple digital payment options, including cards and online payments, further enhance convenience, offering consumers an alternative to traditional gold-buying channels.

Speaking on the launch, Darshan Desai, CEO, Aspect Bullion & Refinery, said:

“Festivals in India have always had a strong association with gold and silver, whether as gifts, investments or as an integral part of our traditions. With the Signature Collection, we wanted to bring together products that celebrate our cultural heritage while appealing to the preferences of today’s consumers. The launch at Oberoi Mall is an important step in taking these thoughtfully curated offerings closer to our customers. At the same time, our technology-led initiatives, including gold vending machines, are helping make bullion purchases more convenient, transparent and accessible.”

Through its expanding retail network, thoughtfully curated collections and technology-enabled buying solutions, Aspect Bullion & Refinery continues to strengthen its presence in India’s evolving bullion and precious metals retail landscape. The successful launch of the Signature Collection marks another step in the company’s journey to bring together heritage, craftsmanship and convenience for today’s consumers.