World Gold Council, India: Don't spend on Diwali, invest in gold
Yousuf Rangoonwala
Campaign details
Brand owner: World Gold CouncilAgency: BBH Communications India Private Ltd, MumbaiBrand: World Gold Council, IndiaCountry: IndiaChannels used: Magazines - consumer, Newspapers, Outdoor, out-of-home, Radio, TelevisionMedia budget: 1 - 3 million
Executive summary
This is the story of how gold came back into serious consideration as an item to be bought and invested in, not by using its age-old message of prosperity and being an 'auspicious symbol' but by actually changing its target audience.
In...