World Gold Council has come up with a new film during this festive season to position gold jewellery as an investment option for men. Offering a humourous take, the television commercial from BBH India features a mother-in-law having a conversation with her daughter-in-law about the “priceless” gift given by her husband on the occassion of their tenth diwali.
Prachi Tiwari, director - marketing, World Gold Council informs that the council decided to take “a very fresh and innovative approach to drive home the importance of investing” in gold. “Given that gold is so well entrenched in our customs and traditions, its use has become somewhat ritualistic and we realised that we don't need to drive a stronger association between Gold and diwali. Leveraging the consumer insight about how investing in Gold jewellery gives us an emotive payoff and helps strengthen relationships, we set about finding interesting ways of rendering this in a disruptive way. In a very humorous way, the TVC presents the eternal value of gold against a background of our key family relationships, and the print creatives capture the warm glow of gold, and its emotional place in our relationships We are confident that through this campaign we would be able to bring back gold into conversations around diwali.”
Elaborating on the thought behind the new film, Raj Kamble, managing partner, BBH India, said, “We took a contrarian approach to traditional jewellery advertising. Instead of speaking to the woman, we decided to apply a male lens to our conversation. Through taking on the futility of spending during diwali, we drove the self-realization that gold is actually a smarter investment. Our creative interpretation of the positioning was '10 Diwalis ago', coming from a honest human insight that no purchase made ten diwalis ago would be as valuable as gold - a TV would depreciate and become obsolete but the investment in gold - both financial and emotional was guaranteed.”
