World Gold Council and GJEPC launch 'You Are Gold' campaign to target younger consumers

By

Isabelle Crossley

Published
Jul 23, 2021

On July 22, the World Gold Council and the Gem and Jewellery Export Promotion Council launched a new multi-media campaign ‘You Are Gold’ aimed at millennial and Gen-Z consumers.

 
In order to present gold jewellery as having a meaningful role in the modern lifestyles of younger consumers, the WGC and GJEPC have created a collaborative campaign with a series of short films. The campaign will be rolled out in two phases in 2021, the first spanning the coming six weeks and the second timed to coincide with the festive season, the GJEPC announced on its website.  
 
“Gold jewellery has always been at the centre of celebrations of the most cherished moments in life,” said WGC regional CEO for India, Somasundaram PR, the GJEPC reported. “For the millennials, this horizon has expanded to embrace moments of self-expression and individuality, marked by spontaneity. It is time for the narrative of gold jewellery to evolve and align with the changing mindset of the Indian consumers. Millennials represent a sizeable demographic segment and they are redefining India’s consumption story.” 

The commercial for the campaign was directed by Shoojit Sircar. As part of the integrated multi-media campaign, numerous films will be released across social media channels, as well as television, digital, and streaming platforms. 
 
“Gold jewellery ticks all the right boxes for today’s value-conscious and image conscious young women,” said GJEPC chairman Colin Shah.

“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.”