Close on the heels of the announcement of Lumineux Uno, a new age premium luxury metal – an amalgamation of Gold, Platinum, Palladium and Silver with 95.5 per cent of pure precious metals, Leading Jewelers of the World launched the new Lumineux Uno Coins and Bars collection for the festive season at an event this afternoon.

Bappi Lahiri, who epitomised the Indian proclivity to the yellow metal and has for long been the golden icon declared his decision to happily shift to Lumineux Uno! Bappida launched the collection of Lumineux Uno bars that come in denominations of 10gms and 50gms, and the coins are available in 5gms, 10gms, 15 gms, 20gms and 50gms at the press conference. The coins and bars were launched in the presence of beauty pageant title holders, Ms. Ankita Shorey (Femina Miss India) and Ms. AafreenVaz. The coins and bars are available in three distinct variants – white, plated in yellow and rose gold and present a new and unique gifting solution for the Indian consumers.

The launch of Lumineux Uno is supported by an extensive multi-media campaign including TVC, digital, outdoor and print that goes live from September 14, 2016. The TVC featuring Bappi Lahiri and Bollywood Actor Govinda, is driven by Bappi’s pride and love for gold which gets shattered when he sees Govinda adorning more lustrous neck piece from Lumineux Uno at a red carpet event. The campaign is based on a simple consumer insight that seeks precious metal and premium jewellery and she/he is ready to get dazzled by a new alternative innovation that is equally prestigious, glamorous and pure. The tongue-in-cheek campaign shows Bappida giving up gold for Lumineux Uno - the new age metal and his endorsement comes as a reassurance to the consumers that he is replacing one precious metal with yet another one! The campaign is conceptualised by Madvice along with independent Creative Consultant, Harshad Sharma.