New Delhi, Sept. 28 -- As Gen Z and millennials reshape India's spending habits, gold is swiftly ceding ground to experiences and technology, prompting the World Gold Council (WGC) to mount an emotional pitch targeting them. The new sales pitch comes in the backdrop of 22-karat gold prices breaching Rs.1,00,000 for 10 grams earlier this year, and rising relentlessly to new highs since, leading to a 17% decline in jewellery demand over the past six months.

The council's new 'The Moment is Gold' campaign, launched this earlier month, seeks to reconnect younger buyers with the precious metal. The campaign was in response to internal surveys that showed a clear "disconnect" between younger generations and their affinity for gold.

Unlike the...