The Golden Truth: The Campaign to Choose Good Gold over Bad Gold

A powerful campaign by Malabar Gold & Diamonds to help customers identify and choose responsibly sourced, ethical gold. Season 1: #SayNoToBadGold aimed to raise awareness about identifying pure and ethical gold. Season 2: #Right2RightGold educated customers on their right to purchase responsibly sourced gold. Social media platforms such as Instagram, Facebook, Twitter, LinkedIn, and YouTube were used extensively. The audience, aged 18 to 65, was targeted using engaging posts, videos, and content translated into multiple regional languages. The campaign reached over 23 crore people, making it a monumental success in spreading the message of ethical gold.

THE GOLDEN TRUTH

Some truths are deserved to be known. This was a campaign to unveil the darker side of gold in the market. A responsible war between the unexplored Right Gold and Bad Gold.

In a gold market dominated by tradition and trust, Malabar Gold & Diamonds sparked a conversation on ethics and awareness. India's retail gold market is all about tradition and saturation, where changing consumer perceptions isn't an easy road to travel. But Malabar Gold & Diamonds, in partnership with The Times of India, succeeded in doing just that.

A digital marketing campaign—led by Brandpackt, the creative agency in Kochi—educated Indians on the value and importance of gold, the right and pure gold. Not just its price and purity in carats, but gold as a value proposition and the precious metal as a moral choice—a choice that makes you a rightful, responsible citizen of India. That's what the Golden Truth campaign was all about.

Launched in 2023 with #SayNoToBadGold and in 2024 with #Right2RightGold, it was a two-season effort. We played a big role in getting that message out on the digital platforms. Our creatives, with their novel approach and innovative designs, really captured the attention of the mobs. This campaign wasn't just about selling a product—it was about selling a message through that product. And what Brandpackt, the Best branding company in Kerala, achieved was turning that message into a movement.

Witness how Brandpackt turned a movement into a message through powerful storytelling, regional impact, and strategic digital marketing.