Page 46 - Diamond Digest :: July - August 2021 Issue

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.”
The commercial has been directed by an award- winning Indian film director and producer Shoojit Sircar. The creative partner for the campaign is McCann Worldgroup and the media partner is Motivator, GroupM
McCann Worldgroup Mumbai spokesperson said, “The campaign ‘You are Gold’ we have envisioned for 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”.
It is an integrated multi-media campaign with multiple films that will be released one-by-one across different channels over next few months. The media mix includes television, digital, social and OTT platforms (for example, Disney+ Hotstar) to ensure campaign reaches, inspires and resonates with the millennials and Gen Z audiences.
46 • Diamond Digest • July - August - 2021