World Gold Council encourages Gen-Z to shine bright with gold jewellery in 'You are Gold' campaign

World Gold Council has launched a new multimedia campaign, titled ‘You are Gold’, to reinvigorate the relationship of Gen-Z with gold in a meaningful way. 

The campaign introduces a film that presents gold as an ally for the youth, both women and men. The film focuses on highlighting stories of individuals that  are getting past their doubts, insecurities and shining bright. It is an effort 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, said, “Our attempt is to make gold relatable to today’s youth, to show a montage of stories that resonates 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.”

Siddhi Yadav Machado, Executive Creative Director, The McCann Worldgroup stated,  “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 by letting their intrinsic shine through with gold.”

The multimedia campaign will be featured on broadcast networks, like Star Entertainment, Sony Pictures, Zee Entertainment, and Viacom 18. For precise  audience targeting, the campaign will also be featured on high-traffic digital platforms such as YouTube, Google, Facebook, and Instagram, and connected TV and OTT platforms such as Disney Hotstar, Jio Cinema, Sony Liv, and  Zee5. The campaign has also forged partnerships, including a sponsorship with the Women’s Premier League  2024.

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