WGC fuels aspiration for gold, with affordable Reliance My Gold Plan

World Gold Council (WGC) has released a TV commercial for its 'My Gold Plan' launched in association with Reliance Money.The TVC created by Publicis Ambience went on air on 8 January. The three-week campaign will air on entertainment, news and movie channels.

The ad film encourages people to save in the form of gold through the plan, which makes gold accessible.

The commercial features women from across the country with the narrative touching upon aspirations of women with regard to gold. It starts with a woman looking wistfully at a necklace on the display window of a jewellery store. A male narrator says, ‘Chaliye nau ko lakhe se milayein. Chaliyein aapko bhi nau lakha dilayein’. The film also shows Indian women in everyday situations, be it on a boat or riding pillion on a bike returning after purchasing vegetables, and urges that all the money that’s hidden away and gathering dust - in the rice container or below the sewing machine - be converted to gold. With  'Reliance My Gold Plan', consumers can start buying gold with an investment of as low as Rs 50 a day, is the message. The TVC ends with the super and voice over: ‘Sona, ab rozana’.

On the TG for the campaign, Amresh Acharya, director - investment, World Gold Council, said, "The recently released TV campaign is primarily targeted at a large, untapped and growing middle class segment. This  segment of the population is looking out for assurance of purity and accessibility which is amply offered by Reliance My Gold Plan. The secondary target is the affluent of the society who recognize gold as a wealth preserver. Overall, this new product will appeal to those wanting transparent and convenient access to gold, with the added benefit of being able to turn their holdings into either gold coins or jewellery.”

Ashish Khazanchi, national creative director, Publicis Ambience, said, "The brief given to us was to highlight that the ticket size of the product was as lows as Rs 50 for a day. Of late, the prices of gold have shot up making it inaccessible to the common man. However, if a person were to buy through this plan they would be protected from the price fluctuations of gold."

"The idea of the campaign was to capture the wistfulness or longing with which people eye gold. And through this TVC, we wanted  them to realise that the equation has now changed as gold is more accessible," he added.

The media buying agency for the campaign is Maxus India.

Credits:

Client: World Gold Council
Creative agency: Publicis Ambience
national creative director: Ashsih Khazanchi