MUMBAI: The world gold council has launched a new campaign in India, aiming to reposition gold jewellery as part of daily life rather than an accessory reserved for weddings and festivals.
Titled ‘The moment is gold’, the campaign targets Gen Z and Millennials, encouraging them to see gold as a reflection of modern lifestyles and as a symbol of small but meaningful moments.
“Our campaign is about creating a new social currency for gold, one that resonates with younger generations,” said world gold council, head of marketing, Arti Saxena. “From a personal victory to a moment of connection, these ‘gold moments’ deserve to be celebrated with the enduring beauty of gold.”
Backed by GJEPC India and created by BBDO India, the film follows a young man at a concert who spots his girlfriend in the crowd by recognising her jewellery, underscoring gold’s quiet presence in everyday experiences.
“Gold has long been linked with life’s milestones,” said BBDO India, chairman and chief creative officer, Josy Paul. “This campaign reframes that tradition by celebrating the spontaneous, golden sparks of daily life.”
The campaign will run across TV, digital, OTT, CTV, social media and print, with WPP Media as the media partner.
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