World Gold Council Unveils ‘It’s Aaj Ka Gold’ Campaign for India’s Digital-First Investors

The World Gold Council has introduced its first India-centric Gold ETF campaign built around the message ‘It’s Aaj Ka Gold’—symbolising gold for today’s generation. Designed for young, tech-savvy investors, the campaign seeks to modernise perceptions of gold investment by bridging the awareness-to-action gap and highlighting the accessibility, liquidity, and strategic importance of Gold ETFs in contemporary portfolios.

“Gold ETFs represent a significant shift in how younger investors engage with gold—evolving it from a traditional asset into a smart, strategic component of a modern investment mix,” said Arti Saxena, Head of Marketing, India, World Gold Council.

She added, “Our goal with this campaign is to foster meaningful conversations that help young investors appreciate gold’s lasting value while aligning it with the flexibility and transparency they expect today. With affordable entry points starting at just ₹200, physical asset backing, and high liquidity, Gold ETFs are well-positioned to become a preferred investment avenue for the new generation.”

Targeting investors aged 20–35, the campaign connects with three distinct segments: ‘Fun Portfolio Builders’ (20–24), ‘Confident Progressives’ (25–30), and ‘Future-Focused Achievers’ (30–35). United by their pursuit of effortless wealth creation, these groups are introduced to Gold ETFs as a secure, regulated, and easy-to-manage investment option.

The campaign includes three short films and four key visuals that creatively communicate these advantages. One standout film, “Low Entry Barrier,” uses humour to depict how Gold ETFs can resolve end-of-month money struggles—showing that with just ₹200, investors can begin their journey in gold through a regulated, accessible, and physically backed instrument.