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Tag: World Gold Council

  • WGC recasts gold for Gen Z with ‘the moment is gold’ campaign

    WGC recasts gold for Gen Z with ‘the moment is gold’ campaign

    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.

  • McCann Erikson appoints Suraja Kishore as head planning

    McCann Erikson appoints Suraja Kishore as head planning

    MUMBAI: There’s some change at top at the McCann Erikson office. The agency has roped in Suraja Kishore from Publicis Ambience for its Mumbai office as the head planning.

     

    Suraja comes with over 17 year of experience and has worked on Idea Cellular – What an Idea, and the iconic Tata Tea – Jaago Re campaigns. On his new role, he said, “McCann Erickson is known for its creative force and it has brands that enjoy scale and size. I think it is the right place for strategic planning to make a real difference. I look forward to creating transformational brand stories that are based on powerful human truths.”

     

    He is a postgraduate from Tata Institue of Social Science and began his career as a copywriter at the then Chaitra Leo Burnett. He began is planning stint in Mudra Delhi. He has worked on diverse categories and brands such as Croma, Ginger Hotels, Lakme, Axa Insurance, Citibank, Park Avenue Men grooming products, World Gold Council, Renault Duster, Henko Detergent, Tata Automotive, Hershey’s Milk Mix, Electrolux, Yamaha Motorcycles, Ariel Detergent and Suzlon, among others.

     

    McCann Erikson president Govind Pandey said, “Suraja will gainfully enhance ME’s strategic planning prowess. He is a seasoned professional and has an interesting and rich way of seeing life and people. His contribution will enhance relevance for our brands by adding depth and nuance to our solutions.”

     

    McCann Erickson Mumbai senior VP and GM Namrata Nandan added, “McCann Mumbai’s team is strengthened with Suraja’s addition, and we look forward to working together and creating great work for our brands.”

  • Azva launches campaign on seven vows

    Azva launches campaign on seven vows

    MUMBAI: Azva, the bridal jewellery collection from World Gold Council, has launched its latest campaign on the idea of seven vows / saat pheras of a wedding ritual.

    The insight for the campaign is that Indian marriages and gold go hand-in-hand. The last decade or so has witnessed a sea-change in the way marriages are solemnised in India. When the location, attire, mandap, sangeet and even décor have seen dramatic influences from other cultures and countries, the modern Indian couple was seen as moving forward. But gold bridal jewellery remained stuck in tradition and in the traditional idea of marriage.

    The challenge was to bring gold back into modern marriage conversation. The brief given to BBH India was to contemporise gold in the modern marriage context. The campaign aims to contemporise the modern seven vows and in turn builds relate-ability with the modern day couple. The creative idea “every relationship has the magic of seven” is translated in the creatives.

    The nationwide roll-out across 46 cities comprises of TVC as the lead medium supported by OOH and ads in leading magazines. There is a strong digital plan engaging the audience on social networking site and promoting the brand across leading online portals.  

    The TVC is directed by Prakash Varma of Nirvana Films. Media buying is handled by Maxus

  • Azva launches campaign on seven vows

    Azva launches campaign on seven vows

    MUMBAI: Azva, the bridal jewellery collection from World Gold Council, has launched its latest campaign on the idea of seven vows / saat pheras of a wedding ritual.

     

    The insight for the campaign is that Indian marriages and gold go hand-in-hand. The last decade or so has witnessed a sea-change in the way marriages are solemnised in India. When the location, attire, mandap, sangeet and even décor have seen dramatic influences from other cultures and countries, the modern Indian couple was seen as moving forward. But gold bridal jewellery remained stuck in tradition and in the traditional idea of marriage.

     

    The challenge was to bring gold back into modern marriage conversation. The brief given to BBH India was to contemporise gold in the modern marriage context. The campaign aims to contemporise the modern seven vows and in turn builds relate-ability with the modern day couple. The creative idea “every relationship has the magic of seven” is translated in the creatives.

     

    The nationwide roll-out across 46 cities comprises of TVC as the lead medium supported by OOH and ads in leading magazines. There is a strong digital plan engaging the audience on social networking site and promoting the brand across leading online portals.  

     

    The TVC is directed by Prakash Varma of Nirvana Films. Media buying is handled by Maxus

     

  • BBH to design creative communications and digital solutions for CRY

    MUMBAI: Child rights organisation CRY – Child Rights and You – has appointed BBH to develop their creative communications and digital media solutions.

    The agency has been brought on-board at a time when CRY is embarking on its own mission to engage with a younger audience, especially through the digital space. The mandate spans the spectrum of communication solutions – from overall communications strategy to digital initiatives and engagement strategy for CRY’s operations in India as well as overseas.

    CRY Director – Resource Mobilisation and Volunteer Action Yogita Verma said, “Creating brand awareness and mobilising people for the cause of child rights is a challenge, particularly when limited resources need maximum impact. The digital space is one such area where CRY can engage with its target audience, and BBH’s specialisation in digital media and creative tools in the digital space will help CRY reach out to a wider audience.”

    She added that CRY’s communication mandate is to raise awareness and thereby action for children in India for whom a happy, healthy childhood is not a natural consequence and the NGO felt that BBH is not only extremely skilled at what it does, but is also truly passionate about children and committed to ensuring the children a future filled with hope.

    BBH India Managing Partner Subhash Kamath said, “It is not often in advertising that one gets a chance to use one‘s skills and talent for a real cause; something that directly impacts society, especially children. We are proud to partner CRY on their journey and we have tremendous respect for what they do. All of us at BBH are looking forward to working on some groundbreaking strategies for them.”

    BBH Communications, part of the Publicis Groupe, was launched in India in 2009 and has grown to be a 65-people strong organisation with a portfolio of clients like Unilever, Marico, Diageo, Skoda, Red Bull, Google, World Gold Council, Times Group and Acer.

    Established in 1979 in Mumbai, CRY was among the first indigenous Indian NGOs working for the rights of children in India. Since then, the organisation has grown to a national institution, present in over 23 states and reaching out to almost a million children every year. For over three decades, CRY has been committed to making a lasting change in the lives of Indian children by ensuring their right to live, learn, grow and play – in short, every child’s right to a happy childhood.

  • Mudra Max bags World Gold Council’s media mandate

    Mudra Max bags World Gold Council’s media mandate

    MUMBAI: Mudra Max Media has won the media mandate of World Gold Council, the market development organisation for the gold industry and the global voice of authority for gold.


    The incumbent agency to the account is Starcom.


    World Gold Council marketing director Prachi Tiwari said, “We were on the lookout for a media agency that could partner with us in driving relevance for gold in differentiated ways. Mudra Max with its strategic understanding of the lifestyle category, their skill in going beyond the brief, and ability to translate consumer insights into unique media touchpoints, came across as an agency, with whom we could have an exciting brand journey with. We are glad to have them on board as our media agency for offline initiatives.”


    Mudra Max CEO Pratap Bose added, “Winning the WGC media business is testimony to the ideation and creative approach to media we as an agency have started to adopt, and I am sure that will be evident as we commence our engagement.”