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
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