The campaign describes Gold ETFs as an investment option that is affordable, regulated and backed by real gold
Mumbai: The World Gold Council has launched its first India-focused gold ETF campaign, built around the powerful core message ‘It’s Aaj Ka Gold’ (meaning ‘Today’s gold). The campaign is aimed at modernizing gold investment for the nation’s digital-savvy young investors. It aims to address the awareness-action gap and reinforce the accessibility, liquidity and strategic relevance of gold ETFs in an investor’s portfolio.
“Gold ETFs signify an important evolution in the way younger generations can access gold, transforming it from a traditional store of value into a dynamic and strategic element within a modern investment portfolio,” stated Arti Saxena, Head of Marketing, India, World Gold Council. “Through this campaign, our objective is to initiate a substantive dialogue that enables young investors to realise gold’s enduring value, combined with the accessibility, flexibility, and transparency expected in today’s financial landscape. By clarifying the features of Gold ETFs—such as their affordable entry point of just Rs 200, physical asset backing, and high liquidity—we believe Gold ETFs have the potential to become a preferred investment option, building upon gold’s established legacy.”
The campaign’s core message, ‘It’s Aaj Ka Gold’, targets young investors aged 20-35, encompassing cohorts identified as ‘fun portfolio builders’ (20-24), ‘confident progressives’ (25-30) and ‘future-focused achievers’ (30-35). These diverse young investors, united by their desire for hassle-free wealth growth, will see Gold ETFs showcased as a regulated and liquid investment solution.
The campaign features three films and four key visuals that bring these benefits to life. One of the campaign films, titled ‘Low Entry Barrier’ humorously illustrates how Gold ETFs offer a solution to common end-of-month financial woes, demonstrating that investing in gold is possible with as little as Rs 200, highlighting easy accessibility, regulation, and physical backing.
The campaign is going live across television, digital (YouTube, Meta, OTT, Connected TV, LinkedIn, X, News, Quora, Quick Commerce), and print media, with a multi-integrated plan tailored for young investors.
The World Gold Council is a membership organization that champions the role gold plays as a strategic asset, shaping the future of a responsible and accessible gold supply chain. With trusted research, analysis, commentary, and insights, it drives industry progress, shaping policy and setting standards for a sustainable gold market.
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