The World Gold Council today unveiled its new gold jewellery campaign in India.’The Moment is Gold’ campaign aims to enhance the relevance and aspiration of gold jewellery amongst Gen Z
and Millennials. The campaign showcases gold jewellery as an integral part of everyday moments andfosters a deeper emotional connection with gold, while positioning it as a reflection of modern, aspirational lifestyles. It aims to extend gold jewellery’s appeal beyond key life events such as weddings and festivals and encourages individuals to celebrate everyday moments and occasions that enrich their lives.Speaking about‘The Moment is Gold’ campaign, 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 symbolizingthese moments with the enduring beauty and value of gold.”