World Gold Council, You are Gold: The World Gold Council has launched its latest multimedia campaign, ‘You are Gold,’ aimed at fostering a more meaningful relationship between millennials and Gen Z with gold in India.
Central to the campaign is a captivating film designed to resonate with a diverse audience, portraying gold as a steadfast companion for today’s youth, regardless of gender. The film highlights stories of individuals who have transcended doubts and insecurities to shine brightly, showcasing their true potential and achievements. The initiative seeks to empower and inspire millennials and Gen Z by celebrating their courage and perseverance amidst evolving perceptions, positioning modern gold jewelry as a potent form of self-expression.
Arti Saxena, Head of Marketing, India, World Gold Council, remarked, “In today’s hyper-competitive era, where social media magnifies both successes and failures, young people often grapple with self-doubt and insecurities. However, we believe that their inner drive triumphs over internal obstacles. Our goal is to make gold relevant to today’s youth by presenting a montage of relatable stories and showcasing gold as a symbol of empowerment that reflects their go-getter qualities.”
Siddhi Yadav Machado, Executive Creative Director, The McCann Worldgroup, commented, “The ‘You are Gold’ campaign encapsulates a contemporary narrative tailored to the sensibilities of today’s generation. Through our collaboration, we aim to inspire and amplify the stories of modern consumers, celebrating individuality and courage. The collection of short stories captures pivotal moments where individuals overcome self-doubt, letting their intrinsic qualities shine through with gold.”
The multimedia campaign is poised to make a significant impact across India’s media landscape. The campaign’s film will be prominently featured on major broadcast networks such as Star Entertainment, Sony Pictures, Zee Entertainment, and Viacom 18. Leveraging high-traffic digital platforms including YouTube, Google, Facebook, and Instagram, as well as cutting-edge tech media platforms, the initiative will tailor its messaging to specific demographics and interests. Additionally, the campaign will extend its reach through connected TV and popular OTT platforms like Disney Hotstar, Jio Cinema, Sony Liv, and Zee5. Strategic partnerships, such as sponsoring the Women’s Premier League 2024, further enhance the campaign’s reach and influence.
Since its inception in July 2021, the ‘You are Gold’ campaign has championed the journey and pivotal moments of millennials and Gen Z, nurturing a deeper connection with gold through authentic narratives. Continuing to evolve, the campaign remains committed to authenticity and inclusivity, redefining its scope with each passing year.