The Golden Truth: A Case Study

In India's retail gold market, where tradition and saturation are the norm, changing consumer perceptions is no easy road. But Malabar Gold & Diamonds, in collaboration with The Times of India, managed to do just that with a digital marketing campaign that educated and worked on creating the required awareness in the way Indians think about and perceive gold. Not just its value in carats, but its value as a moral choice, as a rightful and responsible citizen of India.

That value proposition is at the heart of The Golden Truth, a two-season campaign that started with #SayNoToBadGold in 2023 and #Right2RightGold in 2024 and was carried out by Brandpackt, the Creative advertising agency in Kochi. We played a very aggressive role in promoting this campaign on digital platforms through our captivating creatives. This campaign wasn’t just about marketing a product – it was about marketing awareness through the product.

Season 1: #SayNoToBadGold

CONTENT:

Brandpackt did its best to deliver the objective among the consumers, realising that a content-first approach was key. We localised the campaign and crafted creatives in five prominent languages – Malayalam, Tamil, Kannada, Telugu, and Hindi – adapting it culturally to make it relatable to every regional market.

VISUAL STORYTELLING:

Comic-strip-style posters on Instagram Stories, Facebook carousels, and WhatsApp forwards humanised the issue and nudged viewers to reflect. Creatives with questions like, “Do you know where your gold comes from?” were effective in sparking curiosity and engagement.

INFLUENCERS:

Micro-influencers were activated to explain the idea of "bad gold" in their own language and voice. Though niche, they brought authenticity, and by the end of Season 1, the concept of ethical gold became a necessary and influential conversation.

Season 2: #Right2RightGold

The second season of The Golden Truth pushed the awareness from Season 1 further, transforming it into a movement. This phase aimed to empower consumers to demand ethically sourced gold and transparent transactions.

MARKETING FRAMEWORK:

The idea of fundamental rights – like the right to know your gold’s source and see transparent billing – was broken down into easily digestible, shareable social content. Comic-style creatives in multiple languages depicted real people exercising these rights.

Performance marketing became more targeted. We used Meta ads, Google Display, and regional influencers to drive users to a detailed campaign website. Blogs and videos explained the importance of ethical gold and raised consumer consciousness.

Using data from Season 1, we refined regional strategies. In high-engagement zones, tone and content were customised for more social and eco-conscious messages.

Results

The outcome was powerful. Awareness turned into action. Website visits rose, footfall increased, and people began actively seeking "Right Gold." The conversation shifted from “What is bad gold?” to “Where can I get the right one?” Consumer consciousness changed, and the campaign achieved its educational and ethical goals.

BRANDPACKT: Strategies & Crafting

Being the Best branding company in Kerala, Brandpackt's expert team executed this campaign with precision:

• Marketing: Purpose-led storytelling over direct product pushing, building long-term relationships before conversion.
• Strategy: Localised emotion and language to ensure regional and national coherence.
• Execution: A full-funnel digital journey – awareness through reels/posters, engagement on social/web platforms, conversion via store locators and influencer push.
• Multi-platform orchestration: Facebook, Instagram, Google, YouTube, influencer networks, native ads, and TOI portals ensured wide and deep reach.
• Real-time adaptation: User-generated questions inspired FAQs and responsive content, keeping engagement authentic and real.

What truly tied this campaign together was the mindset. We didn’t treat this as a typical marketing project. This was a movement. A movement built with calculated creativity, precision, and the desire to make consumers rethink their moral choices. Brandpackt went beyond ads—we crafted a gold ethos from the ground up.