World Gold Council's Film Fosters Deeper Connection With Millennials, Gen Z

Evolving with each passing year, the campaign continues to redefine its scope, embracing authenticity and inclusivity

World Gold Council has revealed its latest 'You are Gold' campaign to reinvigorate the relationship of millennials and Gen Z with gold in a meaningful way in India.

The campaign introduces a film that embraces a broader audience, presenting gold as an ally for youth, both women and men. The film focuses on highlighting stories of individuals who are getting past their doubts, and insecurities and shining bright. Showing the world what they can truly achieve. Aiming to empower and uplift millennials and Gen Z by celebrating courage and perseverance amidst evolving perceptions and placing modern gold jewellery as a powerful means of self-expression.

Arti Saxena, head of marketing, India, World Gold Council, comments, "In today’s cut-throat competitive times where social media broadcasts one’s successes and failures for all to see, youngsters are constantly faced with self-doubts and insecurities. But it shouldn’t stop them from chasing their dreams. Their drive that’s within, wins over all internal obstacles. We attempt to make gold relatable to today’s youth. To show a montage of stories that resonate with them and present gold as an ally that reflects the go-getter qualities they possess. We want them to view gold jewellery as something that empowers them. Our film shows passionate individuals from diverse backgrounds pursuing their passions, overcoming fears, achieving their goals and placing beautiful gold jewellery as a symbol of empowerment and self-expression during adversity.”

Since its inception in July 2021, the 'You are Gold' campaign has championed the journey and pivotal moments of millennials and Gen Z, fostering a deeper connection with gold through heartfelt narratives. Evolving with each passing year, the campaign continues to redefine its scope, embracing authenticity and inclusivity.

Siddhi Yadav Machado, executive creative director, The McCann Worldgroup states, “The 'You are Gold' campaign embodies a contemporary narrative tailored to today's generation. Through our collaboration, we aim to inspire and portray youthful stories of our modern consumer, celebrating individuality and courage. The montage of short stories capture the pivotal moments in every individual’s journey who overcome self-doubt and letting their intrinsic shine through with gold.”

The multimedia campaign is poised to make an impact across all facets of the media landscape in India. To ensure maximum visibility and reach, the campaign's new film will be prominently featured on leading broadcast channels. Recognising the importance of precise audience targeting, the campaign will leverage high-traffic digital platforms such as YouTube, Google, Facebook, and Instagram, and utilise cutting-edge tech media platforms to tailor its messaging to specific demographics and interests. Furthermore, the campaign's presence on connected TV and OTT platforms ensures that its message reaches audiences across a multitude of channels, maximising engagement and impact. In a strategic effort to enhance its reach and influence, the campaign has forged key partnerships, such as with the Women’s Premier League 2024. 

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