World Gold Council has launched ‘You are Gold’ multimedia campaign to reinvigorate the relationship of millennials and Gen Z with gold in a meaningful way in India.
The campaign introduces a film that embraces a broader audience, presenting gold as an ally for youth, both women and men. The film focuses on highlighting stories of individuals who are getting past their doubts, and insecurities shining bright. Showing the world what they can truly achieve. Aiming to empower and uplift millennials and Gen Z by celebrating courage and perseverance amidst evolving perceptions a placing modern gold jewellery as a means of self-expression.
“We attempt to make gold relatable to today’s youth. To show a montage of stories that resonate with them and present gold as an ally that reflects the go-getter qualities they possess. We want them to view gold jewellery as something that empowers them. Our film shows passionate individuals from diverse backgrounds pursuing their passions, overcoming fears, achieving their goals and placing beautiful gold jewellery as a symbol of empowerment and self-expression during adversity,” Arti Saxena, head of marketing- India, World Gold Council, said.
The multimedia campaign is expected to make an impact across all facets of the media landscape in India. To ensure maximum visibility and reach, the campaign’s film will be prominently featured on India’s broadcast networks, including Star Entertainment, Sony Pictures, Zee Entertainment, and Viacom 18. Recognising the importance of precise audience targeting, the campaign will leverage high-traffic digital platforms such as YouTube, Google, Facebook, and Instagram, and utilise tech media platforms to tailor its messaging to specific demographics and interests.
“The ‘You are Gold’ campaign embodies a contemporary narrative tailored to today’s generation. Through our collaboration, we aim to inspire and portray the youthful stories of our modern consumers, celebrating individuality and courage. The montage of short stories captures the pivotal moments in every individual’s journey who overcome self-doubt and let their intrinsic shine through with gold,” Siddhi Yadav Machado, executive creative director, The McCann Worldgroup, said.
Furthermore, the campaign’s presence on connected TV and popular OTT platforms such as Disney Hotstar, Jio Cinema, Sony Liv, and Zee5 ensures that its message reaches audiences across a multitude of channels, maximising engagement and impact. To enhance its reach and influence, the campaign has forged key partnerships, such as sponsoring the Women’s Premier League 2024.
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