Top Story


Home >> International >> Article

WGC to launch campaign to promote gold desire in India

Font Size   16
WGC to launch campaign to promote gold desire in India

The World Gold Council (WGC) has launched an international communications and branding campaign with the baseline `Glow with gold', designed to make the metal more contemporary and fashionable.

The campaign, which was launched in the US, UK and Italy in August, will break in India in on October 22 and will initially be confined to the satellite television channels, including regional language channels. It will later be supported by a print campaign in select magazines.

The commercial will initially air on channels such as Zee, Sony, Star Plus, Star Movies and SET Max, it will also be launched on regional language channels such as Sun TV, Udaya, Gemini, Asianet and Surya.

In the initial phase, the print version of the campaign will feature in magazines such as Cosmopolitan, Femina, Elle, Verve and Gladrags.

The objective of the campaign is to make gold more contemporary and fashionable while retaining its core values of warmth, spirituality and sensuality.

The Indian version of the campaign is tailored to connect to the Indian consumer, while retaining the international positioning.

The basic strategy behind the new campaign had been developed by Wolf Ollins, the UK-based strategic brand consultancy. And while BBH-London had worked on the creative for the campaign in the US and Europe, the Indian version of the campaign was developed by Ogilvy & Mather Advertising.

The WGC had earmarked a $55-million budget for this repositioning exercise.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking