MxMIndia

Tag: campaign

  • Femina roped in the digital agency Foxymoron to celebrate its anniversary issue, which is about creating and reliving memories

    FoxyMoron asks Femina readers to slow down

    By A Correspondent

     

    In an attempt to shut off from the streams of opinions at Twitter, unceasing parade of people living their lives in fast-forward on Facebook, to enjoy life and to relive the great moments without rushing, Femina roped in Foxymoron for their digital campaign.

     

    Femina’s anniversary issue, which hit the stands in November, celebrates slowing down, choosing the scenic route and taking a deep breath. Tanya Chaitanya, the editor of Femina, said, “Exhale! Femina’s anniversary issue tells you to do just that. In a world where time is at a higher premium than real estate, it’s smart to invest time in yourself — to find a hobby, to catch up with friends, read all the books in your bucket list… Femina’s 53rd anniversary issue asks you to relax, revel, recharge.” Soela Joshi, brand publisher, Femina, added, “The issue won’t tell you how to make more time; you’re already a pro at it. But it has a few ideas for what you can do with all that time you’ve saved up from years of rushing around.”

     

    Aiding Femina in communicating this message was the digital agency, FoxyMoron. Starting November 14, FoxyMoron brought this message alive on the digital platform via an innovative and comprehensive campaign on a variety of mediums like Facebook, Twitter and Pinterest.

     

    Harshil Karia, Founder & Online Strategist at FoxyMoron, said, “The brief was about rewinding and going back in time. Femina creates digital campaign for its every issue. This time, however since it was the anniversary special, we created the campaign in three phases. The first phase asked the women to switch off from browsing the internet, women to make time and enjoy the smaller pleasures of life and unwind. The second phase was about completing the story wherein, Femina released two lines, which started to a story. Fans, followers and pinners continued that story from there and take it forward to their desired end.” A new story was released every day, According to Karia, this gave the readers a chance to ponder and do something they always wanted to do but didn’t have the time for.

     

    The third phase is yet to come. Femina will be running a contest on its digital channels that ask women to express a moment in their life that they wish they could rewind and relish. And three lucky winners chosen by Femina will be given the chance of a lifetime to actually relive that special moment that they did not do justice to the first time around.

     

    The contest targeted at 25-40-year-olds has garnered fantastic response, according to Karia. He said, “On the first day of the campaign, about 650 women took part. We had a special application built around this campaign, which helped us to create higher engagement rate. Till date, we have received about 600 stories asking to relive the moment. “The content performed well for the brand,” he asserted. The 15-day campaign will end on November 30 as Femina gets ready for the next issue.

     

  • India TV has come up with a campaign, "Bharat Se India Tak", which talks about India TV's ability to crossover to the right audiences across the length and breadth of the nation

    India TV’s new trade campaign

    By A Correspondent

     

    India TV has come up with a unique communication to further reinforce its leadership position in the Hindi News genre. The campaign, which is constructed to communicate countrywide reach and varied viewership of India TV, is unique in more ways than one.

     

    “Bharat Se India Tak”, as the name suggests, will talk about India TV’s ability to crossover to the right audiences across length and breadth of the nation; audiences that are worthy target groups for a wide array of national & international brands trying to reach out to the vast and rapidly evolving Indian market. India TV has planned a highly innovative execution to communicate this proposition and it is sure to catch the attention of the entire industry.

     

    India & Bharat, the two words are usually used to emphasize the rural-urban divide in our great nation – where India cues genteel, urbane and upwardly mobile even as Bharat connotes the rustic and perhaps backward hinterland. Of course, reality is scarcely that simple and beneath the superficial contrasts, there are strong linkages that bind the two together. India TV, as this campaign reveals, is one such common denominator. Looking forward, it is critical that this exaggerated segregation be retired and this campaign takes a step in the in the direction of unequivocally asserting, “Bharat or India – We are one people.”

     

    The campaign reminds stakeholders of India TV’s history of consistent leadership, in the towering skylines of metropolitan India – the great cities of Delhi and Mumbai that are home to a vast consumer base with high disposable incomes. At the same time, it talks about channel’s loyal and committed viewership in the rapidly transforming prosperous interiors of the country where burgeoning incomes are creating millions of first generation consumers eager to embrace new lifestyles and experiences.

     

  • The primary role of marketing is to drive sales and bring in revenues, writes Lloyd Mathias, as he lists the six vital lessons marketers learn on the job

    The Anchor: Lloyd Mathias on the 6 things every marketer learns on the job

    By Lloyd Mathias

     

    1. No matter how good your campaign is, it won’t work till you have your team fully aligned with it. So, as much as you spend time on zeroing on the consumer insight, researching the proposition, fine tuning the communication – it is important to “sell” the campaign to your internal constituents.  Hence the need for internal communication – point-of-sale material for trade, detailers for the sales force.  It is also critical to align campaign breaks with availability of field materials and widespread distribution.  The best campaigns don’t succeed without product in the shelves.

     

    2. The past is no guarantee to the future. Most marketers believe if it’s worked well in the past, it will work again. The fact is consumer tastes change over time. Even more importantly, the market dynamics change. Also, most consumers need fresh stimulation.

     

    3. Treat your agency as an integral part of your marketing team.  It is amazing how many marketers have near adversarial relationships with their agencies (creative, media, digital PR).  Your agency is the co-custodian of your brand – the more they know about your business and the issues facing it – the richer will be their input. Treat them as co-owners. Give them the freedom to do the occasional over the tip creative.  Long term they won’t let you down.

     

    4. Marketers tire of their campaigns much faster than consumer do. Remember most consumers see a whole lot less of your brand than you do.  Refresh if you need to, don’t revamp.

     

    5. Meet real consumers as often as you can. An hour with consumers is worth many hours of pouring over research data. Consumers today – more than ever – have a strong point of view and want to be heard. Some of the finest ideas come from immersing with your consumers. And remember – don’t confuse your sales force or trade partners with REAL consumers. No, not even analyzing the brands’ Facebook page responses or looking up the Twitter handle can beat real consumer face time!

     

    6. Always keep the larger business objective in mind. Remember the primary role of marketing is to drive sales & bring in revenues. Everything else comes next. So try not to be overly protective about the marketing budget – especially if the business needs cuts.  In the long run if business wins – marketing wins.

     

    Lloyd Mathias is Director, GreenBean Ventures. He was President & CMO, Tata Teleservices until late last year and was Sales & Marketing Director of Motorola India prior to that.

     

  • With this campaign, sport lifestyle brand PUMA takes the next step in bringing the party to the playing field

    PUMA Social once again focuses on after-hour athletes

    By A Correspondent

     

    Every professional athlete wears a uniform, but what about the amateur athlete. The king of foosball or the reigning champion of darts? PUMA brings fun and irreverence to the sports sphere once again with the launch of ‘PUMA Social,’ a campaign bringing together after-hours athletes from around the world. With this campaign, sport lifestyle brand PUMA takes the next step in bringing the party to the playing field.

     

    The PUMA Social range of clothing symbolises how PUMA fuses sport with lifestyle into everyday life. It is about a distinct lifestyle rather than a specific product. The brand sets out to celebrate the lesser-known games played among friends and the amateur athletes who rarely make the headlines. The PUMA Social campaign is about paying homage to the obscure, bizarre and after-hours games that every group of friends makes up at one point or another.

     

    To complement the popular in-market program, PUMA has launched a mobile extension with the launch of the PUMA Social Cards Mobile Application for iOS devices. Showcasing the distinctive characters that make up the universe of late night revelers, the PUMA Social Cards app comes loaded with pre-designed and customized archetype templates, encouraging After Hours Athletes to unite in celebration of late night and after-hours fun.

     

    The digital deck captures the spirit of social stereotypes, playful party superstars and bar-sport warriors, allowing users to label their friends in the best way possible and share their shots via PUMA.com/Social as well as their own social platforms such as Facebook. At its core, the app is meant to embody the PUMA brand’s philosophy that life deserves to be played and enjoyed with teammates near and far.

     

     

  • To empower consumers and enable operators to build brand equity with a 26 week campaign across print, television, out of home and digital

    Reliance Broadcast launches ‘Choose Your Set-Top-Box Wisely’ campaign

    By A Correspondent

     

    Digitization is all set to revolutionize the television viewing experience. While operators are undertaking activities to build their brand equity and ensure that they gain from the eminent shake-out, the consumers now understand that the power to enhance their television viewing experience lies with themselves.

     

    Reliance Broadcast Network, which in a little over a year successfully created a bouquet of channels through a well-crafted strategy, has conceptualized a campaign that complements its television broadcast business. Aptly titled ‘Choose Your Set-Top-Box Wisely’, the campaign is tailored to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while also enabling operators to build their brand equity.

     

    Come digitization, the discerning consumer would look for quality, variety and a strong value proposition and operators who have the potential to offer these will stand to gain significantly. Backed by the belief that ‘content is the cornerstone for success’ and a deep understanding of the discerning consumers’ demand for quality and variety entertainment, the Company has positioned its 7-channel strong bouquet to cater to a wide viewer palette:

     

    1.     BIG CBS Prime, a male skewed premium entertainment Channel (male 15+, SEC A, 7 metros)

    2.     BIG CBS Love, the first ever international women’s entertainment channel (female 15+, SEC A, 5 metros)

    3.     BIG CBS Spark, the first ever International youth Channel (4-24, SEC A, 7 metros)

    4.     BIG MAGIC, a variety entertainment Channel for the Hindi heartland (CS 4+ MP, UP,Bihar)

    5.     Spark Punjabi, the country’s first international Punjabi Channel (CS 4+,Punjab, 1mn+)

    6.     BIG RTL Channel in the action space

    7.     BloombergUTV,India’s premier Business news channel (male 25+, SEC A, 7 metros)

     

    With the latest content fromAmericathrough BIG CBS Networks, Indian homes can continue to enjoy an unparalleled viewing experience of their favorite international shows. Similarly, the first international Punjabi channel – Spark Punjabi ensures the PHCHP region also enjoys the best international content, dubbed in their local language. BIG MAGIC is the Hindi heartland’s only variety entertainment channel offering the best home grown content, which meets local sensibilities and is already a favourite amongst consumers. BIG RTL will bring with it some of the best reality and action programming from the world renowned RTL Group, which also houses Fremantle. And finally, BloombergUTV, powered by Bloomberg, the final word in business news globally, offers Indian viewers a differentiated business news viewing experience amongst the monochromatic competitive offering. The channels come together to offer both consumers and operators an excellent offering.

     

    The multi-media campaign will spread across television, radio, out of home and the digital platforms and will be one of the largest initiatives in this space by any broadcaster. The campaign will be further sustained over the next 26 weeks across all Reliance Group platforms, including BIG FM’s 45 station radio network, it’s out of home arm – BIG Street, its 7-channel television network and its digital platforms.

     

    Speaking about the campaign, Mr. Vishal Rally, Business Head, BIG CBS Networks said: “Digitization will usher a new era of television broadcasting and the Choose Your Set-Top-Box Wisely campaign has been conceptualised and designed to benefit multiple stake-holders across consumers, operators and the channels. We are excited to present the most distinctive and eclectic content mix to the Indian viewers through our bouquet of channels, and encourage them to make a wise decision so they can continue to enjoy experience.”

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands.

     

  • Brand Ambassador Yuvraj Singh's real-life story to inspire India on the need for Wealth with Protection Solutions.

    Yuvraj continues to tell Birla Sun Life story – with added confidence

    Birla Sun Life Insurance (BSLI) continues on its committed strategy to provoke massIndiainto realizing and appreciating the many critical and relevant roles that insurance can play in their life.

     

    With a new campaign for their Wealth with Protection Solutions, BSLI and Yuvraj have come together, once again, to play the role of agent provocateur for massIndia, by provoking them to insure their lives through the highs and lows that life can have in store for them.

     

    The TV commercial has the ace cricketer not only discuss his personal triumphs, but also his trials and tribulations, candidly, by taking a recent leaf from his own life.

     

    Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said: “Today’s Indians have tasted never-before success in the early years of their working life. This unprecedented material success gives them the confidence and belief that the good times will continue, uninterrupted, and they will live and enjoy all their ambitious dreams, one by one.”

     

    He adds: “We have used Yuvraj Singh as our Philosophy Ambassador to share his personal belief and experience – also a reality of life – that ‘Jab tak balla chaltha hai, thaat hain. Jab balla nahin chalega to…’  (‘You rule, only till your bat rules’). We aim to provoke and inspire massIndia with the personal triumphs, trials and tribulations of Yuvraj, who just keeps working to combat the challenges that life and cricket have thrown his way, to bounce back.”

     

    The campaign is inspired by an actual conversation that Yuvraj had with the senior team of BSLI, soon after India’s momentous win at the World Cup. Yuvraj had shared his regret that despiteIndiawinning the World Cup, the nation’s dream for 28 years, and him being declared the man of the series, he didn’t even have the time to sit back and enjoy this enviable success. He was back on the training grounds, with the IPL round the corner. And then, due to unforeseen and totally unexpected health reasons, he had to sit outside the team. All of this within a span of few months – but rather than sitting back and becoming prisoner of an ailment, he is prepared to once again fight against all odds.

     

    There is a lesson in Yuvraj’s story for all of us. Even the “Gods” have reason to feel insecure. The message provokes us to take action against our fears and ensure our dreams. It reminds us that life is uncertain and we should be financially prepared at all times for any eventuality.

     

    Speaking on the new communication campaign, Nandita Chalam, Vice President & Executive Creative Director, JWT said: “Over the years people have started associating the BSLI brand strongly with the concept of “Balla”.  The ad is set within a stadium, with Yuvraj sharing his story, talking to massIndiathrough the camera, conversing in a real, true, down-to-earth manner. The tonality of the ad is candid, honest and more importantly, it connects.”

     

    The campaign’s TVC features Yuvraj in a fresh avatar while he shares his story which will instantly strike a chord with audience reminding them that even the stars are vulnerable to the vagaries of life and environment.

     

    The TVC will go on air by January, 30th and will be seen across all leading television channels. One will witness a surround effect that will reflect a collective effort of integration and innovation leveraged through communication platforms. BSLI aims to provoke, surprise and delight the customer and eventually persuade them to take action with the power of sheer creative chemistry.

     

    Creative Agency: JWT (Mumbai)

     

    Production House: Chrome Productions

     

    Birla Sun Life Insurance Company Limited (BSLI) is a joint venture between the Aditya Birla Group, a well known Indian conglomerate and Sun Life Financial Inc, one of the leading international financial services organizations fromCanada. With an experience of over a decade, BSLI has an extensive distribution reach over 500 cities through its network of around 600 branches, over 139,057 empanelled advisors and over 200 partnerships with Corporate Agents, Brokers and Banks.

     

  • South African Tourism has now started the campaign on television and outdoor to popularise the destination among Indian travellers

    South African Tourism launches ‘Leave ordinary behind’ ad campaign

    By A Correspondent

     

    South African Tourism has kick-started its television, outdoor and cinema campaign in order to promote the destination inIndia. Post the launch of its cinema campaign recently, South African Tourism has now started the campaign on television and outdoor to popularise the destination among Indian travellers.

     

    The 20 and 30 seconds advertisement captures an Indian couple who share their mesmerizing experience of travelling toSouth Africa. The commercial captures the experience of adventure, nightlife, wildlife, luxury, wine route and beauty ofSouth Africa. With this advertisement, South African Tourism is reaching out to numerous travellers through various entertainment and news channels.

     

    Indian television has a lot of shows that have the potential to draw good viewership and South African Tourism is tapping this opportunity to draw more Indian tourists to the Rainbow Nation.

     

    Along with its television campaign, South African Tourism has also launched its outdoor campaign. Outdoor Advertising Professionals (OAP) has done the creatives and execution for the outdoor campaign. The upcoming campaign is spread across 16 types of media that comprises of 452 media units covering an outdoor space of approximately 1,90,000 sq ft across 22 markets. The various media chosen for the campaign are billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signages, pole kiosks, subway panels, skywalks, standalones, malls and airport displays.

     

    Commenting on the campaigns, Hanneli Slabber, Country Manager, South African Tourism, said: “Given the fact that Indian television is one of the strongest consumer influencers, we wanted to leverage the medium with the launch of our television campaign. The commercial aims to demonstrateSouth Africa’s warmth and affability through the eyes of Indians who have experienced the country. They are real people telling their story in their own words and we hope that the Indian viewers can connect well with the ad. With these two campaigns we want to intrigue desire towards the destination and aid brand recall towardsSouth Africa. We are confident that the television, outdoor and cinema campaign will definitely tempt the Indian audience to consider a holiday inSouth Africa.”

     

    South Africahas grown to become one of the most popular destinations among Indian tourists. South African Tourism has witnessed an exceptional 29.9 per cent increase in Indian tourist arrivals between January-September 2011 in comparison to 2010.

     

  • The 360 degree campaign gives movie buffs an opportunity to be a superstar and be featured on the channel

    Sony Pix launches new campaign

    By A Correspondent

     

    Sony Pix is all set to launch a brand new campaign for 2012 called ‘Big Break’ which gives movie buffs an opportunity to be a superstar and be featured on the channel. It is a 360 degree campaign which will have on air as well as off air promotions – radio, outdoor, print, online and on ground activities.

     

    The promotional on air and print campaign for ‘Big Break’ will run over a couple of months. The on ground activities will take place in key metros, as well as multiple promotions in colleges. Details of Big Break will also be shared on radio to encourage participation.

     

    In order to enhance convenience for the applicants, PIX has created a micro site to aid the masses to send in their entries and acquire further details about the campaign. An exclusive ‘Big Break’ application has also been created on for social networking sites like Facebook.

     

    To be a part of this campaign, all one has to do is send in a one minute video clip of themselves enacting aHollywoodscene of their choice. These entries will be reviewed by a special team appointed by PIX and ten lucky applicants will be flown down to Mumbai.

     

    PIX also offers the audiences innovative initiatives like the PIX Movie Club, Hollywood Top 10 and Chicks on Flicks to keep them updated on all thingsHollywood. These efforts have given PIX a distinctive identity offering entertainment beyond justHollywoodfilms.

     

  • Kotak Mahindra's ad is a peppy, optimistic and fun take on different kinds of people benefitting from the 'another you' in their lives

    Kotak Mahindra: See you, say me

    Elizabeth Venkatraman, Head of Marketing, Kotak Mahindra Old Mutual Life Insurance Ltd

     

    Campaign

    Kotak Mahindra

     

    The Insight

    We had conducted in-house research, the findings from which provided the stimuli for the campaign. The research threw up the following findings: In today’s recessionary phase the value of money is reducing, and I am looking for a way to not just beat inflation but actually grow the value of my money to maintain my lifestyle and take care of my needs. The global economic situation continues to be uncertain and with that comes job and income uncertainty and I am looking for a way to beat it. My own needs are growing with time – both aspirational needs such as a better car, new house etc. and non-aspirational such as growing school fees, medical fees etc. and the pace of organic income generation is not keeping pace (salary) and I need supplementary income

     

    The Creative Concept

    Arising from the Insight, the creative concept: In today’s day and age, work life revolves around targets, long working hours and hard to achieve deadlines. And all this even while we have responsibilities towards our home, family and friends. The pressure is even harder to handle if one happens to be the sole earning member in the family. In such times we often wish to have another like us in our lives who can take the pressure off once in a while and bring in some additional income.  Although as a brand we understand that no plan can ever replace or be what you are for your family, but a guaranteed plan such as ours can provide that much required additional help.

     

    The Product Proposition

    Our flagship product for the year, Kotak Assured Income Plan is a guaranteed plan with a 30-year term. With this plan you can earn a fixed amount every year starting with the 11th year, for a period of 20 years. The guaranteed aspect of the plan lends it a surety typically associated with the income you earn at work; and hence we had the idea to position it as a second income which is guaranteed. The product benefit also gels well with the consumer insight and providessole earning members the chance to take another pay cheque home.

     

    The Creative Idea

    Keeping the insight and the product benefit in mind, we came up with the thought of ‘another you’ who can support you to make your life better. The creative idea that stemmed from this thought shows ‘another you’ stepping in to lend a helping hand and allowing you to shoulder your responsibilities better. The ‘another you’ here is a personification of the plan and the certainty of additional financial support that it offers which only you can otherwise provide your family.

     

    The Audience

    Be it a accomplished chef; or a aspiring singer trying to make her mark or simply someone struggling through the daily maze ; everyone can do a with the little extra help – the additional income. Hence, the scenarios, much as the need itself, cuts across age and class to show different kinds of people benefitting from the ‘another you’ in their lives. The target group in effect is anyone and everyone who has ever felt the need for financial support or for some help at work. As this need is universal this thought will find favour with a large base of people and will be easy to relate to. The Film & Jingle

     

    The ad film is a peppy, optimistic and fun take on this insight and thought.  The jingle plays a very important role in the film as it puts the thought across in a succinct and fun manner. A re-recording of the old Bollywood song from the ’80s “Aap jaisa koi”; our jingle goes “Merejaisa koi meri zindagi mein aaye, toh baat bann jaaye!” In creative terms our ad messaging is that if you had another like you, your life would be made because that would mean having a second income. The scenarios in the film show people at work being helped by another who looks exactly like them. The film opens in a recording studio where a singer starts out by singing the jingle only to see someone exactly like her walk by and join in, to make the song more peppy . The next scene cuts to a chef in a restaurant kitchen tasting a broth and trying to figure out how he can better it, just when another one like him walks in and sprinkles some spice to help him complete his dish. Next up is a regular office going man trying to catch a bus that has left the stop. Ashe runs towards it an outstretched hand grabs his hand and helps him get in just in time, in the process ensuring that he does not miss his bus. The man with the helping hand looks exactly like our protagonist who acknowledges the effort. The VO comes on “Aap jaisa ek aur hota toh second income ho jati; Guaranteed Second Income from Kotak Life Insurance, Faidey ka Insurance”

     

    The Team:

    Creative Agency: JWT

    Production House: Keroscene Films

    Director: Rajesh Saathi

  • Mudra's campaign for WGC captured audience's attention at multiple relevant touch-points by giving higher weightage on innovations to break through an extremely cluttered media scenario.

    Mudra meets WGC’s golden rule

    By A Correspondent

     

    The brief that World Gold Council gave Mudra Max, which provides multi-speciality expertise to help build brands in the age of convergence, was to reinstate gold at the top of women’s wish-list by increasing desirability and making gold purchase the centre of celebration during Diwali.

     

    Mudra’s campaign for WGC captured audience’s attention at multiple relevant touch-points by giving higher weightage on innovations to break through an extremely cluttered media scenario.  The strategy adopted for different medias is as deatled below.

     

    > Television: The TV plan encashed on the festive opportunity by being present at big properties like premiere movies, awards night, reality show finales, news channels etc. A disruptive message “Somethings last, somethings don’t. This Diwali, don’t just spend. Invest” was created for the show Gadget Guru on NDTV. This helped in attracting the attention of a highly focused TG on the relevance of gold.

    > Print: A 10-year-old archival copy of TOI was used as TOI jacket, reinstating the message that ‘very little from 10 years back is worth remembering. Gold jewelry being the exception”. For the first time ever, an L-band format was used which was a combination of Masthead and Text Wrap, ensuring that the reader’s focus was drawn to the campaign message that appeared on front page of leading dailies such as Hindustan Times and Loksatta. A disruptive content ad was placed in Mint, grabbing reader’s attention on the creative message in an unconventional manner.

    > Radio:  On the day of Dhanteras, a well-known RJ from a leading radio station was ‘discovered purchasing gold jewelry from a partnering retailer’. The activity kicked off with a teaser a day before Dhanteras and continued the next day with live sound-bytes being aired from the retailer to create hype in order to drive people to purchase gold jewelry.

    > Activation: An activity was developed partnering retailers, where people walking into the store were encouraged to try out jewelry and get the moment captured in a WGC-branded framed photograph with the communication “Let this memory endure. Just like gold”.

    > Outdoor: Large format and ambient media involving tactical using innovations were used. In addition to most conventional hoardings, innovative ideas such as Roadblock on e-zone TVs, scrap TV innovation, jewel box on hoarding, LED in Gurgaon & shopping bags at airport were used.

     

    As a result of these innovations, the World Gold Council became one of the most visible brands during the three weeks of activity across mediums. The campaign created high recall due to nature and the scale of innovations used, creating a complete 360-degree surround (Source: MAP, TAM)·  Imports rose in October to $7.2 billion against a monthly average of $4-5 billion (Source: Economic Times). There was a 30 per cent jump in gold prices during Diwali over last year, owing to high confidence and demand (Source: Economic Times).