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The World Gold Council Launches “The Moment Is Gold” Campaign

Celebrating everyday moments with gold jewellery

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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 and fosters 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 symbolizing these moments with the enduring beauty and value of gold.”

GJEPC India has also supported the campaign that promotes gold jewellery category in India. 

The campaign, has been conceptualised by BBDO India, tells the story of a young man at a concert who momentarily loses sight of his girlfriend in the crowd. His relief is palpable when he finally spots her, thanks to the familiar gold jewellery she is wearing. This subtle yet significant moment underscores how gold can provide comfort and a personal touch, even in unexpected, everyday situations.

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 be live across television, digital and OTT platforms, CTV, social media and print. The media partner is WPP media.

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International News

Candidates From India, China and The UAE Running For President Of The WFDB

The Election Reflects Power Shifts In The Trade As Well As Open Questions About The WFDB’s Character and Future.

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Three candidates from India, China and the United Arab Emirates (UAE) are running for president of the World Federation of Diamond Bourses (WFDB) in an election that reveals contrasting approaches to the organization and the industry. s (WFDB) in an election that reveals contrasting approaches to the organization and the industry.

Bharat Diamond Bourse (BDB) vice president Mehul Shah, Shanghai Diamond Exchange (SDE) president Lin Qiang, and Dubai Diamond Exchange (DDE) chairman Ahmed Bin Sulayem have put their names forward ahead. Israel’s Yoram Dvash is standing down after completing the maximum two three-year terms.

The key theme is a split between preserving the federation’s traditional, experience-led model and pushing a younger, reform-minded approach.

Candidate positions

Mehul Shah is presented as the continuity candidate: he wants to strengthen the federation, add members, and restore its earlier influence, but he argues that younger leaders should first gain experience in junior roles.

Ahmed Bin Sulayem is linked with a reformist, younger-leaning camp that wants fresh leadership and modernization, with David Troostwyk and Molefi Letsiki on the same informal slate.

Lin Qiang’s role is more institutionally grounded, with recent WFDB and Shanghai ties showing China’s growing involvement in the federation’s outreach and industry strategy.

Industry context

The election is happening against broader concern about the WFDB’s relevance as lab-grown diamonds reshape the market and as influence shifts toward bodies like the World Diamond Council.

WFDB leadership tracker: track the Executive Committee, presidential election rules, and potential future candidates from India, China, and the UAE.

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