The World Gold Council has unveiled a multi-media campaign titled ‘You are Gold’, in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase the relevance and adoption of gold jewellery amongst the Indian youth. Conceptualised by McCann Worldgroup, the film aims to attract millennials and Gen-Z to gold jewellery.
The film showcases a young couple leaving the restaurant after dinner. The boy gives the girl his coat and moves aside to take a call. Curious about what the dinner celebration was all about, she feels his coat and finds a jewellery box in the pocket. She assumes it’s a ring and tells the boy that it’s not the right time, with his start-up business in the pipeline. He then tells her that the call was an investor approval, goes down on his knees and asks her if she would be his business partner for the same. He opens the box to a pair of golden earrings, while she accepts his offer.
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 confident 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 sizable 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.”
McCann Worldgroup Mumbai spokesperson said, “The campaign 'You are Gold' we have envisioned for the 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”.
The campaign will have multiple films released one-by-one across different channels over the next few months. It will be rolled out on television, digital, social and OTT platforms.
Creative agency: McCann Worldgroup
Media agency: Motivator-Wavemaker, GroupM
Director: Shoojit Sircar
DOP: Kamaljeet Negi
Producer: Supriya Macwan
Associate Producer: Madhukar Moses