BBH India questions value of gold to Indian consumers during Diwali
BBH India has launched a new take on the value and significance 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. BBH India took a contrarian approach to traditional jewellery advertising. Instead of just speaking to women; BBH decided to apply a male lens to the Diwali conversation.
The campaign, with the tagline ‘This Diwali, don’t just spend. Invest’ asks the bold but uncomfortable question surrounding the futility of purchases during Diwali, and brings to light the everlasting value and significance of Gold during India’s most important festival.
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.”
Russell Barrett, ECD BBH India said: “10 Diwalis ago”, coming from a honest human insight – is that no purchase made 10 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:
Raj Kamble , Managing Partner
Russell Barrett, Creative Director and copywriter
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
1 Comment
Nice thought…..