Project

GJEPC “Made in India” Videos

Date Of Project

August 2018

Challenge

India’s Gem & Jewellery Export Promotion Council (GJEPC) asked INSTORE how it could tell the story of India’s decades-long rise from a cottage-based cutting industry to an international jewelry powerhouse. GJEPC officials were particularly interested in communicating the many ways that the country’s diamond industry has improved the standard of living for thousands, providing healthcare, education and 21st century conditions for its workers while continuing its ascent to international prominence. With U.S. consumers now more than ever interested in the notion of Fair Trade, GJEPC wanted INSTORE readers to understand the tremendous good that the diamond industry in India has brought to so many.

Tactics

INSTORE and the SmartWork Media Content Studio recommended a series of online advertorials to present the “Made in India” brand story in an educational and entertaining way. The web-based series coupled beautiful imagery of India, diamond jewelry and factory locations with a parallax design, giving each story in the series a presentation that exceeded standard web design.

Results

Launching in early summer, the series deployed on instoremag.com over a three-month period. Promoted with eblasts and posted on social media, the series was viewed more than xxxxxxx times.