World Gold Council launches ‘It’s Aaj ka Gold’ Campaign targeted at Digital-First Investors in India

 The World Gold Council today announced the launch of its first India-focused 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 investors’ portfolios. The campaign describes Gold ETFs as an investment option that is affordable, regulated and backed by real gold

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.

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.