The World Gold Council (WGC) will soon release its first global ad campaign in India.

Created by BBH London, the campaign, inspired from the Italian cinema, will break from 20 December. The TV commercial is accompanied by print and outdoor as well.
Called Gold Expressionsis, ad campaign is for the Italian gold jewellery line created and developed by the WGC.

In India, the jewellery line is being marketed by D'damas, a Gitanjali Group brand.

The inspiration for the ad campaign has been taken from Italian filmmaker Federico Fellini, whose style the agency has tried to weave into the ad film.

Shot in Italy, the ad is all about love with a woman who is going out to meet her lover. She looks at herself in the mirror, while her lover waits for her at a fountain in Rome. The woman leaves home and is running through the lanes to reach her lover, who is looking at the sky while waiting for her in the dusk approaches. On her way, she comes across a jewellery store and stops to admire gold jewellery in the store window.

She reaches her lover, halts in front of him and he hands her a small box that has a gold necklace and earrings.

The ad ends with a line in Italian that says A Film by Gold Expressions (Un Film da Gold Expressions).

The ad has been shot in Italy. Madhumita Dutta, head of marketing and development at WGC India, says, "Since the jewellery has been conceptualised and manufactured in Italy, we felt it necessary for the film to convey that aspect."

Gold Expressions has been in India for close to four years now and has had various ad films in the past. Its earlier ad campaign showed film actor Lara Dutta as a tourist in Italy, who is surprised by the attention her jewellery receives from a bystander. This ad was created by O&M, WGC's creative agency in India.