The World Gold Council has launched a new India-focused campaign titled ‘It’s Aaj Ka Gold’, aimed at encouraging young, digital-first investors to consider Gold Exchange Traded Funds (ETFs) as a modern and accessible investment option. This marks the organisation’s first large-scale promotional initiative dedicated to gold ETFs in the Indian market.

The campaign positions Gold ETFs as a contemporary evolution of gold ownership — transforming the metal from a purely traditional store of value into a strategic, flexible asset within a diversified investment portfolio.

“Gold ETFs signify an important evolution in the way younger generations can access gold,” said Arti Saxena from World Gold Council, India. “With features such as affordable entry starting from Rs 200, physical gold backing, and high liquidity, gold ETFs meet the transparency and flexibility expectations of today’s investors. Through this campaign, we aim to close the awareness-to-action gap and help young investors recognise gold’s enduring relevance in modern wealth planning.”

Targeting investors aged 20 to 35, the campaign speaks to three distinct consumer segments — fun portfolio builders, confident progressives, and future-focused achievers. The communication highlights the ease of investing in small amounts, the trust in regulation, and the security of being backed by real gold.

Developed in partnership with BBDO India, the campaign includes three short films and four visual creatives. One of the films, titled “Low Entry Barrier”, depicts a humorous end-of-month money crunch scenario, reinforcing that investing in gold can start with even small savings.

“Our challenge was to reinterpret the meaning of gold for a generation that values speed, flexibility and control,” said Josy Paul of BBDO India. “It’s 'Aaj Ka Gold’ repositions gold as a smart and contemporary investment, aligned with the financial lifestyle of today.”

With this initiative, the World Gold Council aims to broaden the role of gold in everyday investment planning — making it relevant, relatable, and ready for the digital era.