Chennai: World Gold Council (WGC) is presently on a major campaign aimed at re- branding Gold jewellery focussing on the 18 to 30 years age group of fashion conscious Indian womenfolk.

WGC had of late come out with a range of light weight gold jewellery 'Collection G', priced at Rs 3,000 per piece on an average in an attempt to make gold 'more contemporary and a fun fashion accessory' for young women, K Shivram, Manager (south) WGC told reporters.

He said the present campaign was a gold re-branding exercise taking into account the present day preference of the young consumers of the yellow metal in India, which continued to be the world's largest consumers of gold.

Shivram said that the hallmarked 'Collection G' was being made available through a total of 104 select outlets in 30 cities across the country from February.

A fusion of Indian and western aspirations, the collection comprised almost 400 designs in 22 karat gold representing a lot of innovations in terms of texture, finish and experiments with some designs by interweaving white with yellow gold giving a futuristic look, he said.

PTI