Maxus wins World Gold Council business

World Gold Council (WGC), the market development organisation for the gold industry and the global voice of authority for gold, has awarded its media planning and buying mandate to Maxus.

Highly placed sources in the industry have confirmed the news to afaqs!.

The development is the result of a multi-agency pitch that was initiated in June this year. The process was held in Mumbai and saw the participation of several prominent media agencies.

In the recent past, the company has been working with more than one creative agency, primarily on a project basis. For instance, BBH India and Publicis Ambience have been involved with the creative duties for WGC of late. However, the current association with Maxus is likely to be for the long term, inform sources.

Mudra Max has worked on the media mandate for WGC recently. Starcom has also worked on the media mandate for WGC in the past.

As far as the brand's previous creative custodians are concerned, the mandate has been with Mudra, and before that with Ogilvy India.

Last Diwali, BBH India conceptualised a campaign for WGC that urged consumers to invest in gold. The ad film addressed the Indian concept of 'Grihalaxmi' (that is, 'woman of the house'). In the ad, gold was positioned as a long term investment that helps build lasting relationships between family members. The idea was to reduce the ritualistic value of gold and turn it into an asset that is bought and cherished, and as something which helps strengthen relations with loved ones.