The World Gold Council (WGC) has unveiled its latest campaign in India, ‘The Moment Is Gold’, designed to make gold jewellery more aspirational and emotionally relevant to Gen Z and Millennials. Moving beyond traditional associations with weddings and festivals, the campaign positions gold as a way to celebrate life’s everyday milestones and spontaneous moments.

“With 'The Moment Is Gold' campaign, we are celebrating the richness of everyday life,” said Arti Saxena, Head of Marketing, India, World Gold Council. “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, or a moment of connection – and symbolize them with the enduring beauty of gold.”

Backed by the Gem & Jewellery Export Promotion Council (GJEPC), the initiative aims to elevate gold jewellery as a reflection of contemporary lifestyles while deepening its emotional value among younger audiences.

Conceptualised by BBDO India, the campaign’s flagship film tells the story of a young man at a concert who briefly loses sight of his girlfriend in the crowd—only to spot her again by the gold jewellery she wears. The scene highlights how gold serves not just as adornment, but as a source of comfort and connection in everyday life.

“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,” said Josy Paul, Chairman & Chief Creative Officer, BBDO India. “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 campaign will roll out across television, digital and OTT platforms, connected TV, social media, and print, with WPP Media as the media partner.