With rising prices, gold has somewhat lost its glitter. In a bid to boost sales World Gold Council is doing away with the three-year-old ‘Speak Gold’ campaign and has instead come up with a new campaign – ‘Only Gold’. Rs 3.5 crore have been earmarked as ad spend for this fiscal for brand Collection G. O&M is handling the creative duties.
The ‘Only Gold’ campaign, which has been launched in the key gold jewellery markets of the US, China, Italy, and the Middle East, has now been launched in India on July 15. It is $100 million collaboration between World Gold Council and its retail and manufacturing partners. ‘Only Gold’ is a fully integrated multi-media campaign that uses a combination of advertising and promotional activities, including television, print, point-of-sale, online and other digital media. It is World Gold Council’s largest campaign to date and will look to building on gold’s current resurgence.
Madhumita Dutta, Head of Marketing & Development, World Gold Council, India, said, “The new strategic platform is built on robust market research, which found that only gold was able to bring about certain emotional and financial benefits to consumers. Our research found that emotional attributes and benefits of gold as well as its practical or financial benefits, play important and complementary roles to women around the world.”
Dutta added, “‘Only Gold’ is a global marketing platform, which captures the inherent and lasting drivers of mankind’s love affair with gold and gives them a modern twist. The campaign draws on the special relationship shared by gold and humanity. On this marketing strategic platform, a communication has been created for brand Collection G.”
“The brief to the creative agency was to create a new campaign for Collection G. In this case, the brief itself was the challenge as the agency had to live up to the earlier campaign for Collection G. The original theme, ‘Gold so different wear it differently’, initiated a change in the way women looked at gold,” she further said.
“In the new communication, we decided to carry forward the element of change. The new campaign brings alive an intrinsic truth of gold, which is ‘Only Gold’ is ever-changing. The creative idea is to use the changing patterns created by sunlight and shadows as a metaphor for the malleability and ever-changing nature of gold. It is about gold reinventing itself at all times to keep up with the times. In terms of look and feel, we decided to stay with the lighthearted mood of the previous Collection G campaign,” Dutta explained.
She further said, “This communication stands apart in the category of ornamentation for its ability to showcase ornamentation, even in parts where there is no actual jewellery. Both O&M and the production house White light have done a stunning job on it.”
Whereas the earlier campaign had Sheetal Malhar, the new campaign has been launched with a fresh face, Jaquiline Fernandes.
‘Only Gold’ globally was created by London-based agency Bartle Bogle Hegarty.
Dutta said, “‘Collection G’ is a brand owned by World Gold Council and retailed by D’damas nationally. With the new refreshed Collection G campaign, we have launched a new range of contemporary and lightweight 18 carat gold jewellery for today’s young professional and college students alike. The line has been designed to help these women create their own style and look trendy, chic and cool.”