{"id":17472,"date":"2022-10-11T16:36:23","date_gmt":"2022-10-11T11:06:23","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=17472"},"modified":"2022-10-11T16:36:30","modified_gmt":"2022-10-11T11:06:30","slug":"world-gold-council-launches-new-gold-jewellery-campaign-to-attract-youth","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/world-gold-council-launches-new-gold-jewellery-campaign-to-attract-youth\/","title":{"rendered":"World Gold Council Launches New Gold Jewellery Campaign To Attract Youth"},"content":{"rendered":"\n

World Gold Council has launched a new look \u2018You are gold\u2019 campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian women.<\/p>\n\n\n\n

The latest \u2018You are gold\u2019 campaign aims to inspire young women to express themselves. The ad film showcases a montage of young women from diverse backgrounds, who are unafraid of letting their inner light shine and are precious, brilliant and bold \u2013 much like the beautiful gold jewellery they wear.<\/p>\n\n\n\n

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The integrated campaign that has been rolled out prior to Diwali 2022, aims to attract millennials and gen-Z and highlight the many qualities that make them who they are, qualities that make them shine like the gold jewellery they wear, and how they express themselves through it. The film celebrates different expressions of quintessential modern women who are relatable, yet aspirational and don\u2019t shy away from chasing their dreams.<\/p>\n\n\n\n

Commenting on the launch of the film, Arti Saxena, Head of Marketing, India, World Gold Council said, \u201cMore than half of India\u2019s population is below the age of 25 years and they are redefining India\u2019s consumption story. Our \u2018You are gold\u2019 campaign aims to reinforce the relevance of gold jewellery in a more meaningful way to them. Our latest film celebrates today\u2019s young women from diverse backgrounds who are chasing their passions fearlessly. With a modern and contemporary showcase of gold jewellery in the film, we aim to change the perception of gold jewellery from traditional to something that is modern, stylish, contemporary and a means of self-expression, in lines with the mindset of today\u2019s young consumers.\u201d<\/p>\n\n\n\n

Vipul Shah, Chairman, GJEPC said, \u201cThe World Gold Council campaign \u2018You are gold\u2019 in partnership with GJEPC is aimed at the younger generation for building a greater emotional connect with gold. It\u2019s important to switch focus and echo the design sensibilities of young consumers. At the same time, we need to educate them about the high level of skilled craftsmanship that goes into making gold jewellery truly a timeless possession.\u201d<\/p>\n\n\n\n

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World Gold Council has launched a new look \u2018You are gold\u2019 campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian women. The latest \u2018You are gold\u2019 campaign aims to inspire young women to express themselves. 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