MUMBAI, INDIA – BBDO India, in partnership with the World Gold Council, has unveiled its latest campaign, “The Moment Is Gold”, designed to inspire Gen Z and young millennials to embrace gold as a symbol of everyday joy and personal milestones.
Traditionally associated with weddings and festivals, gold has long been tied to life’s grand occasions. This campaign reframes that perception, positioning gold jewellery as an integral part of spontaneous, meaningful moments.
The first film in the multi-platform campaign tells the story of a young man who briefly loses sight of his girlfriend in a crowded concert. His relief upon spotting her — signaled by the glint of her gold jewellery —demonstrates how gold can serve as both a symbol of connection and a reassuring presence in life’s unexpected moments.
Speaking about the campaign, Arti Saxena, head of marketing, India, World Gold Council said, “With ‘The Moment Is Gold’ campaign, we are celebrating the richness of everyday life. Our campaign is about creating a new social currency for gold, one that resonates deeply with Gen Z and millennials who are finding unique ways to express themselves. The campaign seeks to encourage them to cherish their personal ‘gold moments’ — be it a personal achievement, a small victory, a moment of connection, and by symbolizing these moments with the enduring beauty and value of gold.”
Josy Paul, Chairman and Chief Creative Officer, BBDO India said, “For generations, gold has been tied to life’s monumental milestones. With ‘The Moment Is Gold’, we’re reframing that tradition — by celebrating the spontaneous, everyday moments that carry meaning. It’s about giving gold a fresh, youthful relevance: not just for the big chapters of life, but also for the small, golden sparks that make every day extraordinary.”
Launched nationwide last week, the campaign debuted with its first film and print executions. The roll-out extends across television, digital platforms, OTT, and social media channels, ensuring wide resonance with the brand’s target audience.
CREDITS
BBDO India
Chairman & Chief Creative Officer – Josy Paul
General Manager & Chief Digital Officer – Kaizad Pardiwalla
Executive Creative Director – Shruthi Subramaniam
Sr. Vice President, Planning – Kirti Meera Sharad
Associate Vice President, Client Services – Omar Khan
Sr. Creative Director – Sowmya Balakrishnan
Sr. Copywriter – Nisha Joshi
Sr. Art Director – Anand Karande
Account Manager – Anjali Jethani
Jr. Copywriter – Nimisha Vora
Jr. Copywriter – Sameera Shaikh
Agency Producer – Krishna KV
Studio Head – Hitesh Shah
Sr. Graphic Designer – Venkatesh Pagidimarry
Graphic Artist – Manoj Bankar
Film Production – Good Morning Films
Director – Anvitaa Dutt
Executive Producers – Shashanka Chaturvedi, Vikram Kalra, Robin D’Cruz
Producer – Tavishi Gawri
Print Production – Raka Entertainment
Photographer – Rid Burman
Producer – Rakesh Shirke
Executive Producer – Mangesh Girkar
Stylist – Vrinda Narang
HMU – Renuka Desilva
