As festive and wedding season gold purchases gather momentum, the Indian Association for Gold Excellence and Standards (IAGES) is encouraging consumers to make jeweller accreditation their first check before buying or exchanging gold. Through its new #PehlaCheckIAGES campaign film, IAGES aims to turn consumer awareness into a habit, promoting transparency, ethical sourcing and trust in the gold industry.
Quick Summary
- IAGES has launched a new festive advertising film for its #PehlaCheckIAGES campaign.
- The campaign aims to turn jeweller accreditation checks from consumer awareness into a regular habit.
- Launched in December 2025, it encourages consumers to verify jeweller accreditation before buying or exchanging gold.
- The first film uses a Diwali-themed storyline to highlight the importance of checking accreditation.
- IAGES has 950+ accredited partner stores across 250+ cities in India.
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
IAGES Encourages Informed Gold Buying This Festive Season
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.
#PehlaCheckIAGES Campaign Builds Consumer Awareness
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.
IAGES Aims to Turn Accreditation Checks into a Habit
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.
Kaushlendra Sinha Highlights IAGES’ Consumer Awareness Mission
“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.
First Film Uses a Diwali Colony Setting to Promote Accreditation Checks
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 Accredited Partner Network and Consumer Verification
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
About IAGES.
IAGES (Indian Association for Gold Excellence and Standards) is India’s first self-regulatory organization, dedicated to promoting transparency, ethical practices and quality standards across the gold value chain. Through accreditation and assessment programmes, IAGES helps gold business entities align with industry best practices, strengthen consumer trust and enhance the global competitiveness of the Indian gold sector. Today, IAGES has a growing network of 900+ accredited partner stores across 250+ cities in India.
FAQs
What is the #PehlaCheckIAGES campaign?
It is a consumer awareness campaign by the Indian Association for Gold Excellence and Standards (IAGES), encouraging buyers to verify their jeweller’s accreditation before purchasing or exchanging gold.
When was the #PehlaCheckIAGES campaign launched?
The campaign was launched in December 2025.
What is the objective of IAGES’ new festive film?
The film aims to move beyond awareness and make checking jeweller accreditation a regular habit among gold buyers.
Who is the CEO of IAGES?
Kaushlendra Sinha is the CEO of IAGES.
How many accredited partner stores does IAGES have?
IAGES currently has a network of 950+ accredited partner stores across 250+ cities pan India.
How can consumers verify a jeweller’s IAGES accreditation?
Consumers can visit the IAGES Accredited Partner Directory at https://www.iages.com/accredited-partners or call the toll-free helpline at 1800 309 2424.
Source: SVAR Media Network
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