afaqs! news bureau

World Gold Council launches 'You are Gold' campaign in India

World Gold Council has launched new 'You are Gold' multimedia campaign to reinvigorate the relationship of millennials and Gen Z with gold in a meaningful way in India.

The campaign introduces a film that embraces a broader audience, presenting gold as an ally for youth, both women and men. The film focuses on highlighting stories of individuals that are getting past the doubts, insecurities and shining bright. Showing the world what they can truly achieve. Aiming to empower and uplift millennials and Gen Z by celebrating courage and perseverance amidst evolving perceptions and placing modern gold jewellery as powerful means of self-expression.

Arti Saxena, head of marketing, India, World Gold Council, commented, "In today’s cut-throat competitive times where social media broadcasts ones’ successes and failures for all to see, youngsters are constantly faced with self-doubts and insecurities. But it shouldn’t stop them from chasing their dreams. Their drive that’s within, wins over all internal obstacles. Our attempt is to make gold relatable to today’s youth. To show montage of stories that resonates with them and present gold as an ally that reflects the go-getter qualities they possess. We want them to view gold jewellery as something that empowers them. Our film shows passionate individuals from diverse backgrounds pursuing their passions, overcoming fears, achieving their goals and placing beautiful gold jewellery as a symbol of empowerment and self-expression during adversity.”

Siddhi Yadav Machado, executive creative director, The McCann Worldgroup stated, “The 'You are Gold' campaign embodies a contemporary narrative tailored to today's generation. Through our collaboration, we aim to inspire and portray youthful stories of our modern consumer, celebrating individuality and courage. The montage of short stories capture the pivotal moments in every individual’s journey who overcome self-doubt and letting their intrinsic shine through with gold.”

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