Diwali is India's biggest festival and it's customary and auspicious to buy gifts for the family during this time. Historically people bought gold during Diwali, but more and more consumers have started buying electronics and other household durables instead. To revive the annual Diwali gold rush in 2011, our campaign highlighted a simple insight - no purchase from past Diwalis would be as valuable as gold today. Thereby bringing gold back into the conversation and also reminding people, about both, the investment sense that buying gold makes and the emotional payoff of receiving gold as a gift.