World Gold Council has collaborated with Gem & Jewellery Export Promotion Council (GJEPC) to launch the ‘You are gold’ campaign to increase awareness, relevance, and adoption of gold jewellery amongst young Indian women.
As part of the integrated multi-media campaign, numerous films will be released across social media channels, as well as television, digital, and streaming platforms. Commenting on the campaign, Arti Saxena, head of marketing India at the World Gold Council in a statement said, "More than half of India’s population is below the age of 25 years and they are redefining India’s consumption story. Our ‘You are gold’ campaign aims to reinforce the relevance of gold jewellery in a more meaningful way to them. With a modern and contemporary showcase of gold jewellery in the film, we aim to change the perception of gold jewellery from traditional to something that is modern, stylish, contemporary and a means of self-expression, in lines with the mindset of today’s young consumers.”
Vipul Shah, chairman of GJEPC added, “The World Gold Council campaign 'You Are Gold' in partnership with GJEPC is aimed at the younger generation for building a greater emotional connect with gold. It’s important to switch focus and echo the design sensibilities of young consumers. At the same time, we need to educate them about the high level of skilled craftsmanship that goes into making gold jewellery truly a timeless possession.” The World Gold Council and GJEPC have launched similar campaigns in the past aimed at millennial, Gen-Z consumers and expects increase in jewellery sales during the upcoming festive season.