Our Design Communication: "Build a career. Build your life"
This is what we have tried to bring out in our communications campaign allowing opportunity to the youth to get trained in their vocational interest and become bread earners for their families.
This communication is further translated into growth, prosperity, success and more for the individual. With the sole aim to promote the Indian gems and jewellery industry by emphasising the need for education and professionalization.
INDIAN INSTITUTE OF JEWELLERY
Brand and Marketing Communication Campaign design for Indian Institute of Jewellery, Mumbai (IIJ) a diploma education provider in the Gems & Jewellery Industry.
Objective: IIJ continues to have the reputation of being one of the most progressive and forward thinking institutions when it comes to jewellery education. The proof of this is in the fact that IIJ was chosen as the education partner by the All India Gems and Jewellery Trade Federation (GJF) to conduct its training programs by way of a road show under the skill development plan laid out by the GOI. The summit was conducted in 20 cities in the first two chapters in 2010 and an additional 10 cities in its third chapter. As an educational summit and amongst the country's
largest, has been created with a specific purpose - to professionalize
and educate the industry in order to maintain world class standards for
all related business operations.
SERVICES
Identity Design, Advertisements, Hoardings,
Signage, Direct Mail, Exhibitions
 Newspaper Advertisement |  Jewelry Institute Trifold |  Jewelry Institute Leaflet |
|---|---|---|
 Jewelry Institute Brochure |  Newspaper Advertisement |  Newspaper Advertisement: Mockup |
 Standee |  Standee |  Poster |
 Kiosk Design |  Hoarding |  Bus - Back Panel |
 Web Banner |
PROVEN RESULTS
Build a career. Build your life. A campaign that took vocational jewellery education to 30 cities.
The Indian Institute of Jewellery (IIJ) was chosen as the education partner by the All India Gems and Jewellery Trade Federation (GJF) to conduct training programs under the Government of India's Skill Development Plan. The campaign — Build a career. Build your
life — communicated vocational education as a pathway to prosperity, conducted across a road show summit in 30 cities over
three chapters.
30
CITIES ACTIVATED
summit road show across
3 chapters
1
GOI SKILL DEVELOPMENT PARTNER
selected by All India GJF
6
COMMUNICATION TYPES
identity, ads, hoardings, signage, direct mail, exhibitions
What We Delivered
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The campaign theme Build a career. Build your life translated the institutional objective — professionalising the gems and jewellery industry — into an aspirational personal message that resonated with youth from jewellery trade families.
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Identity design, advertisements, hoardings, signage, direct mail, and exhibition materials were all aligned around the same core message — ensuring the campaign spoke consistently whether encountered on a billboard or a direct mail piece.
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The road show format required materials to be produced and deployed across 30 cities, demanding a system that could be adapted for local markets while maintaining national campaign coherence.
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IIJ's selection by the All India GJF as the GOI skill development partner provided institutional credibility that the campaign design was built to amplify — positioning IIJ as the definitive educational authority in the Indian jewellery trade.
Education marketing works when the creative makes the opportunity feel personal, not institutional. The IIJ campaign gave thousands of young people a reason to see jewellery education as a path to independence — and the 30-city road show delivered that message at scale.
