World Gold Council is promoting jewellery as a long lasting gift in an advertising campaign in India focused on Diwali (Devali), known as Festival of Lights. The nationwide campaign challenges the current trend of excessive spending on durables and lifestyle purchases during Diwali season. A comedic mother and daughter-in-law conversation over the gift of a television ends with the tagline, “This Diwali, don’t just spend, invest”. Supporting campaign media such as digital, print, outdoor installations and on ground activation aims to highlight the futility of people’s Diwali spending. India is the largest market for gold jewellery in the world, representing 746 tonnes of gold in 2010.
Click on the image below to play the Diwali video in YouTube (HD)
The Gold Council campaign was developed at BBH India, Mumbai, by managing partner Raj Kamble, creative director/copywriter Russell Barrett, creative team Kunal Sawant and Abhiruchi Chand, account planners Partha Sinha, Dhiren Amin, account managers Subhash Kamath, Abhishek Razdan, Nafisa Alvares.
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.”
Said Russell Barrett, ECD BBH India
“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.”