Global affiliations land World Gold Council campaign in BBH London’s lap
Bartle Bogle Hegarty (BBH) continues to benefit from its globally affiliated businesses. The latest is the campaign that BBH London has conceptualised and created for World Gold Council (WGC) and D’damas. It may be noted that O&M India is the creative agency on board for WGC in India. The campaign breaks on air from December 20. BBH had officially launched its operations in India from November 19, 2008.
In the past, too, BBH had created international works for some of the brands in India due to its international affiliations. These include two Axe commercials featuring a fictional character ‘Silky Kumar’ and the Ben Affleck film for Axe Clicker, which was released in 2007. The ‘Silky Kumar’ campaign idea was conceived at BBH Asia Pacific, which was further developed in association with MTV, while Axe Clicker was created by BBH US.
The new commercial for ‘Gold Expressions’ created by BBH London draws inspiration from the timeless and golden age of Italian cinema. The campaign has been shot in Rome and is an interpretation of how gold jewellery releases a woman’s inner diva. ‘Gold Expressions’ is an Italian gold jewellery line created and developed by WGC and marketed by D’damas in India.
Commenting on the marketing strategy, Madhumita Dutta, Head of Marketing & Development, WGC India, said, “We plan to have a 360-degree marketing campaign involving both ATL and BTL activities. Through innovative marketing tools, the retail promotions will further fuel consumer growth for the entire gold jewellery category. Our new campaign suits the brand and connects well with a woman’s style passion for style and individuality.”
From BBH India, Managing Partner Priti Nair represented at the conference held on behalf of BBH London. Speaking on the contribution involved from BBH India, Nair said, “BBH London has been involved in the complete creative idea for the new campaign. BBH India has been only involved in the specifics of how the idea could be relatable to the Indian audience.”
Dutta categorically mentioned that the creative agency for WGC India continues to be Ogilvy & Mather India. BBH London has worked on the communication due to the international affiliations.
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