The campaign showcases gold jewellery as an integral part of everyday moments
Mumbai: The World Gold Council (WGC) has unveiled its new gold jewellery campaign titled ‘The Moment is Gold’ in India. The campaign aims to enhance the relevance and aspiration of gold jewellery amongst Gen Z and millennials. The campaign showcases gold jewellery as an integral part of everyday moments and fosters a deeper emotional connection with gold, while positioning it as a reflection of modern, aspirational lifestyles. It aims to extend gold jewellery’s appeal beyond key life events such as weddings and festivals and encourages individuals to celebrate everyday moments and occasions that enrich their lives.
For generations, gold has been tied to life’s monumental milestones. With ‘The Moment Is Gold’, WGC seeks to give gold a fresh, youthful relevance: not just for the big chapters of life, but also for the small, golden sparks that make every day extraordinary. “We are excited to launch our campaign ‘The Moment is Gold’ – showcasing gold jewellery as an integral part of everyday treasured moments – just before the onset of the festive season,” said Sachin Jain, Regional CEO, India, World Gold Council.
The campaign will go live across television, digital and OTT platforms, CTV, social media and print. “This is just the beginning of the campaign, which runs across media platforms, ensuring a multi-integrated holistic approach to reach our target audience. There will be more films and creatives showcasing different designs of gold jewellery as an integral part of life’s treasured moments.” Jain added.
Speaking about ‘The Moment is Gold’ campaign, Arti Saxena, Head of Marketing, India, World Gold Council said, “With ‘The Moment Is Gold’ campaign, we are celebrating the richness of everyday life. Our campaign is about creating a new social currency for gold, one that resonates deeply with Gen Z and millennials who are finding unique ways to express themselves. The campaign seeks to encourage them to cherish their personal ‘gold moments’ – be it a personal achievement, a small victory, a moment of connection – and by symbolizing these moments with the enduring beauty and value of gold.”
The campaign depicts the story of a young man at a concert who momentarily loses sight of his girlfriend in the crowd. His relief is palpable when he finally spots her, thanks to the familiar gold jewellery she is wearing. This subtle yet significant moment underscores how gold can provide comfort and a personal touch, even in unexpected, everyday situations.
The Gem & Jewellery Export Promotion Council (GJEPC)has also supported the campaign that promotes the gold jewellery category in India.
The World Gold Council isanorganization that champions the role gold plays as a strategic asset, shaping the future of a responsible and accessible gold supply chain. Its team of experts builds understanding of the use case and possibilities of gold through trusted research, analysis, commentary and insights.
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