The World Gold Council (WGC) announced the launch of its first India-focussed gold ETF campaign, built around the powerful core message ‘It’s Aaj Ka Gold’ (meaning ‘today’s gold’). The campaign is aimed at modernising gold investment for the nation’s digital-savvy young investors. The campaign aims to address the awareness–action gap and reinforce the accessibility, liquidity and strategic relevance of gold ETFs in investor’s portfolio.
Arti Saxena, Head of Marketing, India, WGC, stated, “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 ₹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-focussed 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 ₹200, highlighting easy accessibility, regulation, and physical backing.
Josy Paul, Chairman & Chief Creative Officer, BBDO India, commented, “Our creative challenge with this campaign was to re-imagine gold’s narrative for a generation that values flexibility and instant control. ‘It’s Aaj Ka Gold’ isn’t just a message; it’s a cultural statement that repositions gold from a symbol of tradition to a contemporary investment choice. We crafted a campaign that perfectly aligns with this modern financial rhythm.”
The campaign will be 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.
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