BBDO India and World Gold Council celebrate life’s everyday moments with Gold

BBDO India, in partnership with the World Gold Council, has launched a new campaign, “The Moment Is Gold,” targeting Gen Z and young millennials. The campaign reimagines how gold is perceived and purchased, shifting the focus from traditional grand occasions to everyday, personal milestones that make life meaningful.

The campaign showcases gold jewellery as an integral part of everyday moments and fosters a deeper emotional connection with gold, while positioning it as a reflection of modern, aspirational lifestyles. It aims to extend gold jewellery’s appeal beyond key life events such as weddings and festivals and encourages individuals to celebrate everyday moments and occasions that enrich their lives.

The first story of the multi-media campaign shows a young man at a concert who momentarily loses sight of his girlfriend in the crowd. His relief is palpable when he finally spots her, thanks to the familiar gold jewellery she is wearing. This subtle yet significant moment underscores how gold can provide comfort and a personal touch, even in unexpected, everyday situations.

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.”

“The Moment Is Gold” is more than a campaign, it’s a cultural shift. It aligns with the youth’s demand for authenticity, individuality, and conscious consumption, while staying rooted in the emotional and enduring value that gold has always represented.

The campaign launched nationwide with its first film and print ad last week and will be rolled out across television, digital, OTT platforms, and social media.

Credits
BBDO Team
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
Production House – Good Morning Films
Director – Anvitaa Dutt
Executive Producers – Shashanka Chaturvedi, Vikram Kalra, Robin D’Cruz
Producer – Tavishi Gawri
Print Production
Production House – Raka Entertainment
Photographer – Rid Burman
Producer – Rakesh Shirke
Executive Producer – Mangesh Girkar
Stylist – Vrinda Narang
HMU – Renuka Desilva