Mumbai: The World Gold Council has launched a new integrated campaign titled ‘The Moment Is Gold’, aimed at repositioning gold jewellery as an everyday expression of personal style and emotion for India’s Gen Z and Millennial consumers. The campaign moves beyond traditional associations of gold with weddings and festivals, instead highlighting the emotional significance of everyday moments enriched by the timeless beauty of gold.
Conceived by BBDO India, the campaign seeks to foster deeper emotional connections with gold by embedding it into the fabric of modern, aspirational lifestyles. Through relatable storytelling, it encourages younger consumers to associate gold with personal milestones, spontaneous joys, and meaningful connections.
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’s launch film tells the story of a young couple at a concert. Amid the excitement, a young man momentarily loses sight of his girlfriend in the crowd, only to spot her again — thanks to the distinctive gold jewellery she’s wearing. This seemingly simple moment becomes significant, illustrating how gold can serve as both a comforting anchor and an expression of individuality.
Josy Paul, Chairman & Chief Creative Officer, BBDO India, added, “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 has been supported by GJEPC India, furthering the industry’s collective mission to expand the appeal of gold jewellery across younger demographics.
‘The Moment Is Gold’ will run across television, OTT platforms, digital, connected TV (CTV), social media, and print. WPP Media is the media partner for the campaign rollout.
Campaign Link: https://www.youtube.com/watch?v=3Nq5m2HudWM
Credits:
BBDO India
Chairman & Chief Creative Officer – Josy Paul
General Manager & Chief Digital Officer – Kaizad Pardiwalla
Executive Creative Director – Shruthi Subramaniam
Associate Vice President, Client Services – Omar Khan
Sr. Creative Director – Sowmya Balakrishnan
