International News
The World Gold Council Launches “The Moment Is Gold” Campaign
Celebrating everyday moments with gold jewellery
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.
International News
GJEPC Promotes Key Trade Events At IGI Dubai Event
The Dubai Event Created Opportunities For Participating Indian Exporters To Connect Directly With Potential Buyers.
GJEPC stepped up its international buyer outreach for IIJS Bharat – Signature 2027, IGJS Jaipur and IJEX at an industry event organised by the International Gemological Institute (IGI) in Dubai.
Held at the Almas Tower Ballroom in Jumeirah Lake Towers, the IGI Ornamental QC Seminar brought together an audience of more than 70 jewellers, with leading retailers including Jawhara, Joyalukkas, Tajvi, Vinsmera, La Marquise, Bhima and Cara among the expected participants.
Ashish Sakhardande, Head – IJEX, GJEPC, represented the Council and delivered a presentation on its upcoming exhibitions and initiatives, placing particular emphasis on IIJS Bharat – Signature 2027, IGJS Jaipur and IJEX, highlighting its new features and inviting UAE buyers to register for the Mumbai and Jaipur shows.
The UAE remains an important market for Indian jewellery exporters, making direct engagement with retailers and jewellery companies a key part of the buyer mobilisation strategy.
The Dubai event created opportunities for participating Indian exporters to connect directly with potential buyers. Business meetings and networking interactions were facilitated with several UAE-based companies, allowing exporters participating through IJEX to develop new commercial contacts.
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