Brands
WGC recasts gold for Gen Z with ‘the moment is gold’ campaign
MUMBAI: The world gold council has launched a new campaign in India, aiming to reposition gold jewellery as part of daily life rather than an accessory reserved for weddings and festivals.
Titled ‘The moment is gold’, the campaign targets Gen Z and Millennials, encouraging them to see gold as a reflection of modern lifestyles and as a symbol of small but meaningful moments.
“Our campaign is about creating a new social currency for gold, one that resonates with younger generations,” said world gold council, head of marketing, Arti Saxena. “From a personal victory to a moment of connection, these ‘gold moments’ deserve to be celebrated with the enduring beauty of gold.”
Backed by GJEPC India and created by BBDO India, the film follows a young man at a concert who spots his girlfriend in the crowd by recognising her jewellery, underscoring gold’s quiet presence in everyday experiences.
“Gold has long been linked with life’s milestones,” said BBDO India, chairman and chief creative officer, Josy Paul. “This campaign reframes that tradition by celebrating the spontaneous, golden sparks of daily life.”
The campaign will run across TV, digital, OTT, CTV, social media and print, with WPP Media as the media partner.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
