World Gold Council launches new gold jewellery campaign to attract youthWorld Gold Council!
World Gold Council has launched a new look ‘You are gold’ campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian women.
The latest ‘You are gold’ campaign aims to inspire young women to express themselves. The ad film showcases a montage of young women from diverse backgrounds, who are unafraid of letting their inner light shine and are precious, brilliant and bold – much like the beautiful gold jewellery they wear.
The integrated campaign that has been rolled out prior to Diwali 2022, aims to attract millennials and gen-Z and highlight the many qualities that make them who they are, qualities that make them shine like the gold jewellery they wear, and how they express themselves through it. The film celebrates different expressions of quintessential modern women who are relatable, yet aspirational and don’t shy away from chasing their dreams.
The film has been directed by multiple award winning and one of the most well-known directors in the industry, Razy Ghai. McCann Worldgroup, Mumbai is the associated creative agency and media partner is Motivator, Group M.
The media mix includes television, digital, social and OTT platforms to ensure the campaign reaches, inspires and engages with the millennials and Gen Z audiences. The film will be displayed on TV across 39 leading channels from various genres and OTT platforms such as Disney plus, Voot and Zee 5. Digital and social platforms like Google display networks, YouTube, Facebook and Instagram are also a part of the media mix to drive awareness around Diwali.
Link to ad film: https://youtu.be/So8oAHqa-ZM
The campaign website: www.youaregold.in
