The World Gold Council (WGC) has launched its latest gold jewellery campaign in India, titled ‘The Moment Is Gold’, aimed at connecting with Gen Z and Millennials by celebrating everyday moments with gold.
Traditionally associated with weddings and festivals, gold jewellery is being repositioned through this campaign as a reflection of modern lifestyles and a symbol of personal milestones. By highlighting spontaneous, meaningful moments, the initiative seeks to broaden gold’s appeal and encourage younger consumers to embrace it as part of their daily lives.
Arti Saxena, Head of Marketing, India, WGC, said, “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 symbolising these moments with the enduring beauty and value of gold.”
Supported by GJEPC India, the campaign has been conceptualised by BBDO India. One of its key films tells the story of a young man at a concert who recognises his girlfriend in the crowd by the gold jewellery she is wearing—a subtle reminder of gold’s comforting and personal touch.
Josy Paul, Chairman & Chief Creative Officer, BBDO India said; “For generations, gold has been tied to life’s monumental milestones. With ‘The Moment Is Gold’, we’re reframing that tradition – by celebrating the spontaneous, everyday moments that carry meaning. It’s about giving gold a fresh, youthful relevance: not just for the big chapters of life, but also for the small, golden sparks that make every day extraordinary.”
The campaign will run across television, digital, OTT, CTV, social media, and print, with WPP Media as the media partner. The film has been directed by Anvitaa Dutt and produced by Tavishi Gawri of Good Morning Films, with photography by Rid Burman for the print campaign.
The campaign video can be viewed here, and more details will be available on www.momentisgold.com