Campaign India Team
Aug 01, 2008

World Gold Council gives gold a new look

World Gold Council has rolled out a new campaign to announce a bold shift in its marketing strategy. The three year old former 'Speak Gold' campaign is set to make way for the new 'Only Gold' platform.Building on the earlier campaign, the new TVC gives gold a contemporary feel, to ensure that gold remains relevant to consumers in key gold jewellery markets. 

World Gold Council gives gold a new look

World Gold Council has rolled out a new campaign to announce a bold shift in its marketing strategy. The three year old former 'Speak Gold' campaign is set to make way for the new 'Only Gold' platform.

Building on the earlier campaign, the new TVC gives gold a contemporary feel, to ensure that gold remains relevant to consumers in key gold jewellery markets. 

"Our research found that emotional attributes and benefits of gold, as well as its practical or financial benefits, play an important role for women around the world," said Madhumita Dutta, head of marketing and development, World Gold Council, India. "The creative idea is to use the changing patterns created by sunlight and shadows as a metaphor for the malleability and ever-changing nature of gold. It is about gold reinventing itself at all times to keep up with the times. In terms of the look and feel, we decided to stay in the light hearted mood of the previous Collection G campaign."

Developed by O&M, the campaign targets women who, although passionate about their appearance and adore accessories, are still traditional and regard heritage as important to them.

The 'Only Gold' campaign has been launched in key gold jewellery markets of the US, China, Italy, the Middle East and now, India. 

Source:
Campaign India

Related Articles

Just Published

1 hour ago

Apac Effie Awards 2021: 16 shortlists from India

Ogilvy leads with five shortlists. Entries from The Womb, BBDO, McCann, The Leo Group and Edelman are also shortlisted

1 hour ago

'It was the best jury for me, ever': Merlee Jayme ...

The Cannes Lions Radio & Audio jury president dishes on content themes and production trends that made their way into the audio shortlist this year. Plus, how she gave her jury members an 'eargasm'

2 hours ago

Cannes Lion 2021: ‘Push yourself to the edge where ...

The global chief commercial officer at PepsiCo addressed a virtual session, where he spoke about the next normal, how the pandemic has spurred e-commerce to make giant leaps, and more…

5 hours ago

Cannes Lions 2021: ‘We must keep going with the ...

The actor speaks about how her media company looks to give women a voice that was previously missing in Hollywood