Page 16 - Bullion World Issue 5 Sep 2021

Bullion World | Issue 05 | September 2021

“You

Are Gold”

A Campaign by
World Gold Council and
GJEPC

Arti Saxena
Head Of Marketing, India
World Gold Council

The campaign is a thought to infuse How has been the response of this recent
the chronicle of Gold, which has campaign, how much views are received
revolved around the society over
overall and what are key highlighted
decades, giving a modern touch to it
response to it?
by linking a story to accessorize the
In July, World Gold Council unveiled a multi-media campaign
beauty of Gold with a classic narrative
‘You are gold’ in partnership with Gem & Jewellery Export
keeping in mind the millennial culture.
Promotion Council (GJEPC) to increase awareness, relevance
Bullion World has attempted to take a
and adoption of gold jewellery amongst young consumers.
review on this beautiful initiative and
The response to the campaign has been phenomenal. This
here is the response to it.
campaign takes a fresh approach to attract millennials and
Gen Z towards gold and aims to build a meaningful context to
the role of gold in their life. It evokes emotions through heart-
warming stories of celebratory moments and ingrains gold
subtly in their culture through relevant stories that revolves
around milestones that deserve to be cherished with gold.

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