World Gold Council (WGC), the global advocate of gold, in partnership with the region’s leading jewellery house Damas, has launched this year’s ‘Generation Gold’ youth campaign featuring its centrepiece youth jewellery brand - Farfasha.

A new 60-second TV commercial that reflects the unique brand proposition of Farfasha in the context of the ever-changing tastes and sensibilities of the youth was shot with Nancy Ajram, the face of Farfasha for three years now.

The all-new Farfasha jewels featured in the TV commercial were created by seven noted Italian designers who came up with funky and colourful designs that set the youth trends for the season.

The pieces can be personalised according to the wearer’s tastes. For example, the chain can be worn as a bracelet and the charms can be interchanged among the various pieces of jewellery, said an official.

Crafted in 18kt gold, the fashionable and highly affordable jewels are available at Damas outlets in the UAE and overseas.

Enjoying overwhelming brand success over the last two years, Farfasha, which translates to ‘chill out’ in Arabic, has revolutionised the way the youth looks at gold jewellery, according to Lama Al Saheb, PR manager of World Gold Council.

“I am happy to report that apart from its success in the region, Farfasha has also been getting a lot of attention on an international level in countries such as Pakistan, India, Hong Kong, Singapore, India and Canada. Farfasha has definitely made gold a dominant trend in the highly competitive youth market,” she added.-TradeArabia News Service