World Gold Council launches India campaign for young gold investors

The World Gold Council has launched its first India-focused gold ETF campaign under the message ‘It’s Aaj Ka Gold’, aiming to modernise gold investment for digitally-savvy young investors. The initiative seeks to bridge the awareness–action gap and highlight gold ETFs’ accessibility, liquidity, and strategic value within a diversified investment portfolio.

Arti Saxena, head of marketing, India, World Gold Council, stated that gold ETFs represent a shift from traditional gold as a store of value to a dynamic, strategic investment tool. Saxena added that the campaign intends to spark meaningful conversations among young investors about gold’s enduring value, paired with modern features such as affordable entry points from ₹200, physical asset backing, and high liquidity.

The campaign targets investors aged 20-35, segmented into ‘Fun portfolio builders’ (20-24), ‘Confident progressives’ (25-30), and ‘Future-focussed achievers’ (30-35). Through three films and four visuals, the campaign demonstrates the benefits of Gold ETFs. One film, ‘Low Entry Barrier’, highlights the ease of investing in gold with as little as ₹200, emphasising accessibility, regulatory compliance, and physical backing.

Josy Paul, chairman and chief creative officer, BBDO India, explained that the campaign reframes gold for a generation prioritising flexibility and instant control. He added that ‘It’s Aaj Ka Gold’ positions gold as a contemporary investment choice rather than only a traditional asset.

The campaign will run across television, digital platforms including YouTube, Meta, OTT, connected TV, LinkedIn, X, News, Quora, and quick commerce channels, alongside print media. Its multi-platform strategy is tailored to engage India’s young, digitally-active investors and reinforce gold ETFs as a regulated, liquid, and accessible investment solution.