ASIA-PACIFIC – MUMBAI, INDIA, OCTOBER 18, 2011: BBH India has launched a fresh take on the value of gold in a Diwali campaign for India’s World Gold Council.
The key communication objective was to bring gold back into the family conversation during Diwali. Instead of just speaking to women, BBH decided to apply a male lens to the Diwali conversation.
The nationwide campaign highlights the strong association gold has with Diwali. The television commercial highlights the current trend in India – of excessive spending on durables and lifestyle purchases during India’s most important festival.
Supporting campaign media such as digital, print, outdoor installations and on ground activation aims to highlight the futility of people’s Diwali spending.
Said Partha Sinha, Managing Partner, BBH India: “The brand ambassador of gold jewellery, the ‘grihalakshmi’ (woman of the house) was also becoming the pet girl of capitalism. We had to wake her up with a strong reminder. The argument is self evident – someone needed to bring it to the fore.”
Said Russell Barrett, ECD BBH India: "Ten Diwalis ago", coming from a honest human insight – is that no purchase made ten Diwalis ago could possibly be as valuable as gold. A TV would depreciate and become obsolete but the investment in gold, both financial and emotional, was guaranteed.”
CREDITS
Advertising Agency: BBH India
Managing Partner: Raj Kamble
Creative Director and Copywriter: Russell Barrett
Creative team: Kunal Sawant, Abhiruchi Chand
Account Planning: Partha Sinha, Dhiren Amin
Account Management: Subhash Kamath, Abhishek Razdan, Nafisa Alvares
Film Production: Sushma Joseph
Film Producer: RDP
Director: Abhinay Deo
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