The World Gold Council has launched its latest campaign in India, “The Moment Is Gold”, aimed at enhancing the relevance of gold jewellery for Gen Z and Millennials. The initiative seeks to position gold as more than just a wedding or festival adornment, instead celebrating everyday achievements, connections, and personal milestones.

The campaign showcases gold jewellery as an integral part of modern, aspirational lifestyles, encouraging younger consumers to embrace gold as a symbol of their “golden 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.”

The campaign is supported by GJEPC India and has been conceptualised by BBDO India. One of its key films tells the story of a young man at a concert who loses sight of his girlfriend in the crowd, only to spot her thanks to the gold jewellery she is wearing. This emotional moment reflects the comfort and personal connection gold can bring in unexpected situations.

Josy Paul, Chairman & Chief Creative Officer, BBDO India, added: “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.”