Rapping up Gold's Plan: C Krishnaiah Chetty's money is on the young racehorse

When innovation became the order of the day, C KRISHNAIAH CHETTY JEWELLERS did their best through a new youth-centric ad campaign. Tapping the populist rap culture, the brand touched the newest customer pool by piquing their interest in gold investments

- 

Youth is beautiful. Youth is power. But youth is also capricious.

Age-old values and customs don’t interest Gen Z. There is always a clash in ideas and worldview. While the older generation sets store in saving money in banks and jewellery for a secure future, Gen Z believes in living life to the fullest with the money in hand because “who has seen tomorrow”? To bridge the gap, C Krishnaiah Chetty Group Of Jewellers came up with an ad campaign that talks directly to the youth about the benefits of investing in gold --- through the innovation of rap.

The company roped in Anup KR, the man behind the viral “Corona Go” rap remix. Set up in one of their stores, the campaign, called Gold’s Plan, shows the young rapper in conversation with the jeweller (played by himself too) in August 2019. The rap is catchy and talks at length about how investing your savings in gold is a great way of planning for assured returns and how you can put in a small amount of money for 11 months in gold, in the street-smart language of the younger generation. Added perks of birthday gifts and anniversary bonuses, protection from the fluctuating rates and keeping faith in the jewellers form the foundation. In the end, the customer is the one who wins.