{"id":10250,"date":"2021-07-26T11:13:49","date_gmt":"2021-07-26T05:43:49","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=10250"},"modified":"2021-07-27T16:15:48","modified_gmt":"2021-07-27T10:45:48","slug":"redefining-golds-image-for-todays-consumers","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/redefining-golds-image-for-todays-consumers\/","title":{"rendered":"Redefining Gold\u2019s Image For Today\u2019s Consumers"},"content":{"rendered":"\n

Somasundaram PR<\/strong>, Regional CEO, India, World Gold Council, in an exclusive interview shares insights into the latest generic campaign \u2018You Are Gold\u2019 unveiled last week in partnership with GJEPC.<\/em><\/h4>\n\n\n\n

Gold took centre stage at a glittering event held by World Gold Council (WGC) in partnership with Gem & Jewellery Export Promotion Council (GJEPC). <\/p>\n\n\n\n

A multimedia campaign \u2018You Are Gold\u2019 was unveiled to increase awareness, relevance and adoption of gold jewellery among Indian millennials and Gen Z.  The integrated campaign that will run in two phases through 2021, aims to draw in the younger generation by presenting gold jewellery within a contemporary context, and salute self-expressions that capture heart-warming stories of celebratory moments.<\/p>\n\n\n\n

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Somasundaram PR<\/figcaption><\/figure><\/div>\n\n\n\n
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A still shot of the You Are Gold campaign.<\/figcaption><\/figure>\n\n\n\n

What did the research reveal that prompted WGC to come up with a campaign to lure millennials and Gen Z?<\/strong><\/p>\n\n\n\n

One of the important findings was that there is a trust barrier to gold. That was one of the biggest revelations that came across markets for people who don’t buy gold. They have a lot of resistance to enter gold because of  a combination of factors such as trust, purity, and price.<\/p>\n\n\n\n

Another major theme that evolved was that millennials have less affiliation to gold than the previous generation. And that wasn’t exactly something which we felt was good for gold in the long term. The study also found that millennials did not find gold as innovative as compared to other categories.<\/p>\n\n\n\n

We asked ourselves – so why do they think it is not innovative? The reason is that we still keep talking the same language when it comes to gold, especially when marketing gold jewellery. Gold is generally linked to and restricted to events which are predetermined in our life, like weddings or socio-relgious occasions. There’s no doubt that these are important drivers, but if we keep repeating the same marketing language, I\u2019d say  it creates fatigue amongst the millennials. Of course, during a wedding, they would want to buy gold. But one is not taking gold beyond that.<\/p>\n\n\n\n

Why did you choose to partner with GJEPC?<\/strong><\/p>\n\n\n\n

This is a category campaign, and not about a particular brand. During 2006\/07, when WGC marketed the concept of Lucky Lakshmi or even popularised Akshaya Tritiya, we partnered with individual players. And we did joint advertisements. <\/p>\n\n\n\n

This campaign is different. It is about lifting the entire category. We felt that there was a big gap in the marketing communication, and we decided that our partners could only be reputed associations. Therefore, we approached GJEPC. We also felt that it could resonate with Indian diasporas in other markets which GJEPC is interested in.\u00a0<\/p>\n\n\n\n

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