World Gold Council makes a global 'expression'

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | December 19, 2008
The WGC's first global campaign, which will be released soon, highlights the Italian origins of Gold Expressions

The & #BANNER1 & # World Gold Council (WGC) is all set to release its first global ad campaign in India. Created by BBH London, the campaign will break on December 20 and is accompanied by print and outdoor as well.

The WGC is a marketing organisation that is funded by gold mining companies from around the world. It aims to promote gold in all its forms in major international markets.

Gold Expressions - as the campaign is called - is an Italian gold jewellery line created and developed by the WGC. In India, it is being marketed by D'damas, a Gitanjali Group brand.

The inspiration for the ad campaign has been taken from Italian filmmaker Federico Fellini, whose style the agency has tried to weave into the ad film.

The first shot is of a woman getting ready to go out. She looks at herself in the mirror, while her lover waits for her at a fountain in Rome. The woman leaves home and is running through the lanes to get to her lover. Her lover is watching the sky, waiting for her, as dusk approaches. Meanwhile, she comes across a jewellery store on her way and stops to ogle at the breathtaking gold jewellery in the store window. Finally, running on high stilettos, she comes to the fountain, where her lover is still waiting.

She halts in front of him and he hands her a small box. She opens it with anticipation, to find that he has got her a gold necklace and earrings.

The ad ends with a line in Italian that says A Film by Gold Expressions (Un Film da Gold Expressions).

The ad has been shot in Italy. Madhumita Dutta, head of marketing and development at WGC India, says, "Since the jewellery has been conceptualised and manufactured in Italy, we felt it necessary for the film to convey that aspect."

Gold Expressions has been in India for close to four years now and has had various ad films in the past. Its earlier ad campaign showed film actor Lara Dutta as a tourist in Italy, who is surprised by the attention her jewellery receives from a bystander. This ad was created by O&M, WGC's creative agency in India.

Gilles Moutounet, vice-president, international business, Gitanjali Gems, says, "We are hoping that the brand will reach new heights in India."

The gold company has around 30 exclusive stores in India and close to 400 counters in malls and multiplexes, but mostly in the metros.

"BBH India could be working on certain other aspects of the campaign in India, those that need an Indian facet to them," says Priti Nair, managing partner, BBH India. However, Nair declined to comment on the exact nature of the work BBH India would do.

Though the brand is trying to speak to the upper class, chic, elegant Indian woman, there is no Indian tweak given to the ad. Dutta tells afaqs!, "Since the jewellery has its origins in Italy, it would have diluted the concept had we inserted an Indian touch."

A website specific to the target group is being designed as part of the campaign. This will also serve to create a deeper connect with the consumer base. Certain in-store activities will be conducted, too.

For the record, D'damas is a joint venture between Damas, a UAE-based retail jewellery brand chain, and Gitanjali Gems in India.