Page 18 - Bullion World Issue 5 Sep 2021

The essence of campaign - every ever-changing Indian consumers. Based gold. We are targeting millennials and
moment that makes you YOU, deserves on this insight, we worked closely with Gen Z young females - between the age
to be celebrated with gold - is captured one of the top creative agencies in India, of 18-34 years with high affinity towards
effectively with the tagline 'You are McCann to develop this emotionally premium brands and categories
gold'. The campaign infuses a modern evocative campaign to reinterpret gold
meaning in the narrative of gold, creating jewellery with relevant stories targeting Earlier did WGC do any
a new age culture that respects and millennials. We also worked with one of generic promotion on Gold?
embraces tradition but reinterprets it in top media agencies, Motivator, Group M As World Gold Council, we have
contemporary ways – akin to the true to develop a comprehensive media plan collaborated with industry on many
millennial approach. to create awareness and relevance for occasions in the past to promote gold
gold targeting the younger generation. and gold jewellery.
The campaign is still LIVE. It’s been
six weeks since launch and already We had several promotions What is the way forward to
through TV advertising, ~11mn of our earlier, how does it it? What are you looking
targeted audience has seen our video. compare with this one?
Our digital campaign has also garnered for?
This campaign is a celebration of life,
phenomenal 22mn plus video views The first burst of campaign was
it encourages younger generation to
across different platforms. launched in July spanning six weeks,
celebrate all defining moments of their followed by a second burst in October-
lives with people they cherish the most, November which will coincide with the
What are the ways you are and places gold subtly to build relevant

taking this campaign; we context for the millennials. festive period around Diwali. We have
developed multiple emotionally evocative
mean in what all platforms? films and static creatives that will be
It’s a multi-media fully integrated With this, who are your released and promoted across different
campaign with a focus on digital. target customers? media channels over next few months.
The campaign has been rolled out in Millennials are the largest demography We will also continue to engage with
television across different channels, in the country, and they are redefining various digital influencers to inspire
including regional, as well as digital, India’s story. The idea behind this younger generation with their personal
social, search and native campaigns. campaign is to reinforce the relevance life moments which were celebrated
We have also considered new age media of gold jewellery in a meaningful way with gold. We aim to build a meaningful
like India’s biggest OTT platform - Disney by demonstrating its contemporariness role that gold jewellery can play in the
plus Hotstar to target young women with and versatility; it tells the story of today’s contemporary expressions of today’s
affinity towards premium brands. millennials and inspires them to celebrate millennials and Gen-Z.
their most treasured life moments with
We are also supporting it with a
comprehensive digital influencer’s
campaign with influencers from different
spheres of life. They bring alive their
personal stories of celebrating important Arti Saxena joined the World Gold Council in November 2012. Based in Mumbai,
Arti is responsible for leading the marketing initiatives across the Indian gold
milestones with gold.
market. Arti has over 17 years' experience across diverse industries such as
FMCG, Retail, Airlines and Banking. Prior to joining the World Gold Council, Arti
How have you done the was the Assistant Vice President of one of the leading private banks in India.
execution of this campaign; In her previous roles, Arti has worked extensively on designing and implementing
comprehensive marketing strategy for some of the leading brands in India.
how did you go about She has done her post-graduation with a degree in Masters of Business

developing this? Administration (MBA), with a specialisation in Marketing.
Our recent global consumer survey
indicated that while Indians love
gold, there is a disconnect with
younger generation when it comes to
fashionability and suitability of gold. We
believed that it is time for the narrative of
gold jewellery to evolve and align with the