World Gold Council Launched New Multimedia Campaign Focused on Millennials

SEATTLE (Scrap Monster): The World Gold Council (WGC) announced launch of a new multi-media campaign titled ‘You are gold’, in partnership with Gem & Jewellery Export Promotion Council (GJEPC). The campaign, targeting young Indian consumers, will focus on increasing awareness and promoting gold jewellery among them.

The press release by the Council said that the campaign will be rolled out in two phases through 2021. The first phase of the campaign will last for six weeks. The second phase also will be for a period of six weeks during October-November this year, during the festive season. As part of the campaign, multiple films will be released across different platforms, such as televisions, digital, social and OTT platforms.

The campaign instils the idea that every moment that makes you, you, must be celebrated with gold. It attempts to modify the classic narrative of gold by infusing a modern meaning. The primary intention is to instil the relevance of gold in millennial culture through stories that revolve around relationships, connecting them with gold.

Somasundaram PR, Regional CEO-India, WGC noted that millennials represent a substantial demographic segment, who in turn are capable of redefining the country’s consumption story. The campaign inspires them to celebrate their most cherished moments in life with gold, he added.

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