The marketing campaign makes an attempt to ingrain gold within the millennial tradition via related tales that revolve round relationships and milestones that need to be cherished with gold. The essence of the marketing campaign is each second that makes you, ‘YOU’, deserves to be celebrated with gold, with the phrase ‘You are gold‘.
The industrial has been directed by Indian movie director and producer Shoojit Sircar and the artistic associate for the marketing campaign is McCann Worldgroup and the media associate is Motivator, GroupM.
Watch the marketing campaign right here:-
Somasundaram PR, regional chief govt officer, India, World Gold Council, stated, “Gold jewelry has all the time been on the centre of celebrations of essentially the most cherished moments in life. For the millennials, this horizon has expanded to embrace moments of assured self-expression and individuality, marked by spontaneity. The thought behind this marketing campaign is to strengthen the relevance of gold jewelry in a significant means by demonstrating its contemporariness and flexibility, it tells the story of right now’s millennials and conjures up them to rejoice their most treasured life moments with gold.”
Colin Shah, chairman, GJPEC, stated, “Gold jewelry ticks all the proper bins for right now’s value-conscious and picture aware younger girls. The “You might be Gold” marketing campaign goals to enchantment to their hearts and minds and can hopefully make gold jewelry a related technique of self-expression. Its function is to make gold jewelry an extension of her persona. The marketing campaign celebrates the Indian heritage and craftsmanship however with a up to date twist.”