‘You are gold’ campaign launched to allure youth towards gold jewellery

The World Gold Council today unveiled a multi-media campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian consumers. The integrated campaign that will be rolled out in two phases through 2021, aims to attract millennials and gen-Z by building a meaningful context of role of gold jewellery in their contemporary expressions.

Deriving from insights that indicate an opportunity to increase resonance for gold amongst the youth in the country, the ‘You are gold’ campaign aims to evoke emotions and creative self-expressions through heart-warming stories of celebratory moments. The campaign attempts to ingrain gold in the millennial culture through relevant stories that revolve around relationships and milestones that deserve to be cherished with gold. The essence of  campaign - every moment that makes you, YOU, deserves to be celebrated with gold - is captured effectively with the phrase 'You are gold'. The campaign infuses a modern meaning in the classic narrative of gold, creating a new age culture that respects and embraces tradition but reinterprets it in contemporary ways – akin to the true millennial approach. The first burst of campaign will span for six weeks, followed by a second burst in October-November, coinciding with the festive period.

Somasundaram PR, Regional CEO, India, World Gold Council said, “Gold jewellery has always been at the centre of celebrations of the most cherished moments in life. For the millennials, this horizon has expanded to embrace moments of self-expression and individuality, marked by spontaneity. It is time for the narrative of gold jewellery to evolve and align with the changing mindset of the Indian consumers. Millennials represent a sizeable demographic segment and they are redefining India’s consumption story. The idea behind this campaign is to reinforce the relevance of gold jewellery in a meaningful way by demonstrating its contemporariness and versatility, it tells the story of today’s millennials and inspires them to celebrate their most treasured life moments with gold.”

Colin Shah, Chairman, GJPEC said, “Gold jewellery ticks all the right boxes for today’s value-conscious and image conscious young women. The “You are Gold” campaign aims to appeal to their hearts and minds and will hopefully make gold jewellery a relevant means of self-expression. Its purpose is to make gold jewellery an extension of her personality. The campaign celebrates the Indian heritage and craftsmanship but with a contemporary twist -- something that will be cherished by millennials and Gen Z as future heirlooms. The campaign would bring alive the modernity and versatility of gold to consumers reinforcing the value of gold.”

The commercial has been directed by an award-winning Indian film director and producer Shoojit Sircar. The creative partner for the campaign is McCann Worldgroup and the media partner is Motivator, GroupM.

McCann Worldgroup Mumbai spokesperson said, “The campaign 'You are Gold' we have envisioned for World Gold Council is a very today’s, modern narrative. It all stemmed from a beautiful challenge. How do we make the millennials fall in love with gold! The campaign therefore attempts to find a role for gold in the millennial culture. Inspiring, short stories take a fresh approach on relationships and moments. It celebrates the new meaningful milestones in a millennial’s life. This campaign will leave you with a lingering image of beautiful and cherished moments. The moments that deserve to be celebrated with gold”.  

It is an integrated multi-media campaign with multiple films that will be released one-by-one across different channels over next few months. The media mix includes television, digital, social and OTT platforms (for example, Disney+ Hotstar) to ensure campaign reaches, inspires and resonates with the millennials and Gen Z audiences.

Link to advertisement: - https://www.youtube.com/watch?v=lfiSseK3tHU   
The campaign website: www.youaregold.in   
Director: Shoojit Sircar
Creative agency: McCann Worldgroup
Media agency: Motivator-Wavemaker, GroupM
Producer: Supriya Macwan
Associate Producer:  Madhukar Moses
DOP: Kamaljeet Negi

You can follow the World Gold Council on Twitter at @goldcouncil and Like on Facebook.

ENDS

For further information please contact:

Rakhi Khanna
World Gold Council
T   +91 22 6157 9107
[email protected]

Anuradha Goulay
Edelman
T:  + 91 7776881928
E:  [email protected]

Note to editors:

World Gold Council

The World Gold Council is the market development organisation for the gold industry. Our purpose is to stimulate and sustain demand for gold, provide industry leadership and be the global authority on the gold market. 

We develop gold-backed solutions, services and products, based on authoritative market insight and we work with a range of partners to put our ideas into action. As a result, we create structural shifts in demand for gold across key market sectors. We provide insights into the international gold markets, helping people to understand the wealth preservation qualities of gold and its role in meeting the social and environmental needs of society. 

The membership of the World Gold Council includes the world’s leading and most forward-thinking gold mining companies.

GJPEC

The Gem & Jewellery Export Promotion Council (GJEPC), set up by the Ministry of Commerce, Government of India (GoI) in 1966, is one of several Export Promotion Councils (EPCs) launched by the Indian Government, to boost the country’s export thrust, when India’s post-Independence economy began making forays in the international markets. Since 1998, the GJEPC has been granted autonomous status. The GJEPC is the apex body of gem & jewellery industry and today represents 7000 exporters in the sector. With headquarters in Mumbai, GJEPC has Regional Offices in New Delhi, Kolkata, Chennai, Surat and Jaipur, all of which are major centres for the industry. It thus has a wide reach and is able to have a closer interaction with members to serve them in a direct and more meaningful manner. Over the past decades, GJEPC has emerged as one of the most active EPCs, and has continuously strived to both expand its reach and depth in its promotional activities as well as widen and increase services to its members.

Sectors: Jewellery