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The campaign has been launched prior to Diwali 2022 and primarily targets millennial and Gen-Z population in India.
SEATTLE (Scrap Monster): The World Gold Council (WGC) announced launch of a new campaign titled “You Are Gold”, in partnership with India’s apex gold trade body, the Gem & Jewellery Export Promotion Council (GJEPC). The campaign aims to promote the relevance of gold jewellery and boost its consumption among the young women in the country.
According to Arti Saxena, Head of Marketing, WGC-India, India’s consumption story is being redefined by young population below the age of 25 years, who constitute over 50% of the total Indian population. The campaign aims to change the perception of gold jewellery from traditional to modern, stylish, contemporary.
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The campaign has been launched prior to Diwali 2022 and primarily targets millennial and Gen-Z population in India.
The ad film launched in connection with the campaign and conceptualized by McCann Worldgroup, features young women from diverse backgrounds and showcases gold jewellery as their allies. The film will be telecast through various television channels and through other digital and social media platforms including YouTube, Facebook and Instagram.
The campaign will help build an emotional connect between gold and the younger generation.
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