Mumbai, April 1, 2026 – The World Gold Council today launched the second phase of its India-focused Gold ETF campaign, ‘It’s Aaj Ka Gold’, tapping into rising digital adoption and shifting investor preferences towards transparent, on-demand gold investment solutions. Building on its vision to modernise gold investing for a digital-first generation, the campaign highlights the simplicity and accessibility of Gold ETFs enabling seamless, anywhere access with just a few clicks at a time when younger investors are increasingly turning to convenient, tech-enabled investment options.
“Gold ETFs are redefining how young investors access gold making it seamless, on-demand, and integrated into their everyday lives. With ‘It’s Aaj Ka Gold’, we’re reinforcing that gold investing today is instant, flexible, and accessible without traditional barriers,” said Arti Saxena, Head of Marketing, India, World Gold Council. “Gold is no longer something you plan for occasionally it’s something you can invest in instantly, whether you’re at home, at work, or on the move.”
The campaign film targets young investors aged 18–35 and, through a light, relatable narrative, brings to life the idea of ‘Aaj Ka Gold’. The film captures a relatable airport delay moment, showing how idle time can be turned into a smart financial decision by investing in Gold ETFs instantly, anywhere while showcasing how they combine the trust of physical gold with the ease of digital investing enabling investors to start small, invest seamlessly, anywhere, and integrate gold into their everyday financial decisions.
Josy Paul, Chairman & Chief Creative Officer, BBDO India, commented, “Once upon a time, gold lived in lockers. Today it lives in your pocket. New investors don’t wait for occasions. They create opportunities in the middle of everyday moments. Our campaign ‘Aaj Ka Gold’ reflects this shift. Investing in gold is no longer bound by location, but enabled by simplicity, speed, and digital ease. All you need is a quiet, confident click.”
The campaign will be LIVE across television, digital and social (such as YouTube, Meta, OTT, Connected TV, LinkedIn, X, News platforms, Quora, Quick Commerce), and print media, with a multi-integrated plan tailored for young investors.
Video link on YouTube: https://youtu.be/1uicIFNTXsA
Campaign landing page: http://www.powerwithgold.in
