World Gold Council promotes Italian designs in new campaign

Bartle Bogle Hegarty London has rolled out a new marketing campaign for 'Gold Expressions', an Italian gold jewellery line that is created by World Gold Council and imarketed exclusively by D'damas in India.

Shot in Rome, the campaign juxtaposes vintage Italian posters with the new jewellery line, thus, presenting gold jewellery in a classic yet stylish way. Unveiling the campaign, Madhumita Dutta, head of Marketing and development, World Gold Council, India said, "Gold Expressions fulfils the growing demand for contemporary, innovative, versatile pieces of gold jewellery. We believe that the promotion of such spectacular designs through innovative marketing tools will further fuel consumer growth for the entire gold jewellery category. Our new campaign suits the brand and connects well with a woman's passion for style and individuality."

Built around the creative concept of 'Only Gold is Divine', the campaign attempts to appeal to both the rational side of its target audience by highlighting Italian craftsmenship, and the emotional side by pushing the message that "gold jewellery is something to love and be loved in."