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
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
