The campaign message is that investing in gold is no longer bound by location, but enabled by simplicity, speed and digital ease
Mumbai: The World Gold Council has launched the second phase of its India-focused Gold ETF campaign, ‘It’s Aaj Ka Gold’, tapping into rising digital adoption and shifting investor preferences towards transparent, on-demand gold investment solutions. Building on its vision to modernize gold investing for a digital-first generation, the campaign highlights the simplicity and accessibility of Gold ETFs enabling seamless, anywhere access with just a few clicks at a time when younger investors are increasingly turning to convenient, tech-enabled investment options.
“Gold ETFs are redefining how young investors access gold, making it seamless, on-demand, and integrated into their everyday lives. With ‘It’s Aaj Ka Gold’, we’re reinforcing that gold investing today is instant, flexible, and accessible without traditional barriers,” said Arti Saxena, Head of Marketing – India, World Gold Council. “Gold is no longer something you plan for occasionally; it’s something you can invest in instantly, whether you’re at home, at work or on the move.”
The campaign film targets young investors aged 18 to 35 and through a light, relatable narrative, brings to life the idea of ‘Aaj Ka Gold’. The film captures a relatable airport delay moment, showing how idle time can be turned into a smart financial decision by investing in Gold ETFs instantly, anywhere while showcasing how they combine the trust of physical gold with the ease of digital investing enabling investors to start small, invest seamlessly, anywhere, and integrate gold into their everyday financial decisions. The campaign message is that investing in gold is no longer bound by location, but enabled by simplicity, speed and digital ease.
The campaign will be live across television, digital and social media platforms, and print media, with a multi-integrated plan tailored for young investors. The first phase of the campaign had been launched in November, 2025.
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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