World Gold Council Launches “The Moment Is Gold” Campaign
The World Gold Council has recently unveiled its latest gold jewellery campaign in India titled “The Moment Is Gold”, designed to enhance the appeal of gold jewellery among Gen Z and Millennials. Moving away from traditional associations with weddings and festivals, the campaign emphasizes the role of gold as an expression of personal moments and everyday achievements. It encourages individuals to cherish the small yet meaningful occasions that enrich their lives, positioning gold jewellery as an essential part of modern, aspirational lifestyles.
Speaking about the campaign, Arti Saxena, Head of Marketing, India, World Gold Council said,
“With ‘The Moment Is Gold’ campaign, we are celebrating the richness of everyday life. Our campaign is about creating a new social currency for gold, one that resonates deeply with Gen Z and Millennials who are finding unique ways to express themselves. The campaign seeks to encourage them to cherish their personal ‘gold moments’ – be it a personal achievement, a small victory, a moment of connection, and by symbolizing these moments with the enduring beauty and value of gold.”
The campaign has also garnered support from GJEPC India, reflecting a unified effort to promote the gold jewellery category in India.
Conceptualized by BBDO India, the campaign story follows a young man attending a concert, who briefly loses sight of his girlfriend in the crowd. His relief upon spotting her again, aided by the glow of her gold jewellery, illustrates the subtle power of gold to offer comfort and personal connection even in spontaneous, everyday situations.
Josy Paul, Chairman & Chief Creative Officer, BBDO India said,
“For generations, gold has been tied to life’s monumental milestones. With ‘The Moment Is Gold’, we’re reframing that tradition – by celebrating the spontaneous, everyday moments that carry meaning. It’s about giving gold a fresh, youthful relevance: not just for the big chapters of life, but also for the small, golden sparks that make every day extraordinary.”
The campaign is being broadcast across multiple platforms, including television, digital and OTT channels, CTV, social media, and print media, with WPP Media serving as the media partner.
