GOLD: A Modern Rendition

World Gold Council’s ‘You are Gold’ Campaign to excite millennials about gold purchase.

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The World Gold Council is associating gold with the millennials and is undertaking a mammoth marketing programme to have that sentiment unfurl over customers’ subconscious. Their latest campaign, ‘You are Gold’, was unveiled recently. With GJEPC on board to co-finance the multi-media marketing campaign, ‘You are Gold’ is poised to make millennials and Gen Z rediscover the centuries-old Indian fondness for gold.

CELEBRATES MODERNITY

WGC is embarking on a marketing spree for the third and fourth quarters of 2021 with multiple short films, the first of which was released in July-end.

Talking about this multi-million dollar campaign that is to run till December 2021, Somasundaram PR, Regional CEO, India, WGC, said that the council studied consumer markets in China, US and Japan as part of a research. The findings showed that 48% of the consumers didn’t want to buy gold because they found gold as a complicated product and have thus developed a trust barrier. “Also studying millennial buying preferences, we found that they were indifferent to gold even if they have the budget for that. This is risky for the gold jewellery industry that works on thriving consumer demand and an entire generation’s indifference can cost the industry acutely,” he said. Highlighting that the emphasis on discounts in media coverage also doesn’t paint a fantastic impression of gold, Somasundaram said that WGC is revamping the marketing to impress millennials about their priorities in life, their language, across channels through the ‘You are Gold’ campaign.