Gold turns colour of success for brands like Samsung, Nestle this Diwali

This Diwali, consumer goods brands across categories are striking gold. Brands like Apple, Samsung, Nestle and Ferrero are hitting new highs in sales, with products coloured various shades of gold, which marketers say Indian consumers associate with being premium.

Check this out: Apple's iPhone 5s in the gold version sold out within minutes of its launch, and received the maximum number of advance bookings. If that's not enough, the model is now being resold by smaller neighbourhood retailers who have hoarded stock, and on websites like eBay, at Rs 10,000- Rs 15,000 premium. Last week, Apple's rival Samsung too joined the 'gold' rush by launching its costliest smartphone ever in India, the golden-colour Samsung Galaxy Golden which, the company says, has sold beyond its expectations.