BrandBuzz
World Gold Council Launches ‘It’s Aaj ka Gold’ Campaign Targeted at Digital-First Investors in India
The campaign describes Gold ETFs as an investment option that is affordable, regulated and backed by real gold
The World Gold Council today announced the launch of its first India-focussed gold ETF campaign, built around the powerful core message ‘It’s Aaj Ka Gold’ (means ‘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 investor’s portfolio.
“Gold ETFs signify an important evolution in the way younger generations can access gold, transforming it from a traditional store of value into a dynamic and strategic element within a modern investment portfolio,” stated Arti Saxena, Head of Marketing, India, World Gold Council.
“Through this campaign, our objective is to initiate a substantive dialogue that enables young investors to realise gold’s enduring value, combined with the accessibility, flexibility, and transparency expected in today’s financial landscape. By clarifying the features of Gold ETFs—such as their affordable entry point of just ₹200, physical asset backing, and high liquidity—we believe Gold ETFs have the potential to become a preferred investment option, building upon gold’s established legacy.”
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. One of the campaign films, titled “Low Entry Barrier,” humorously illustrates how Gold ETFs offer a solution to common end-of-month financial woes, demonstrating that investing in gold is possible with as little as Rs. 200, highlighting easy accessibility, regulation, and physical backing.
BrandBuzz
Dassani Brothers Unveils ‘Shubh Labh’ Collection Ahead Of Akshay Tritiya 2026, A Fine Blend Of Modern Yet Ethnic
Festive Edit Features Prosperity-Led Motifs, Versatile Designs, and Retailer-Friendly Assortments To Drive Seasonal Demand
Dassani Brothers, a legacy jewellery house known for its exquisite Polki and heritage craftsmanship, has announced the launch of its much-anticipated festive collection, ‘Shubh Labh’, ahead of Akshay Tritiya 2026, one of India’s most significant gold-buying occasions.
Designed for the celebration of prosperity, fortune, and new beginnings, the collection stands out for its strong cultural storytelling and fine taste appeal. Inspired by traditional auspicious symbols such as Shubh and Labh motifs, lotus patterns, and elements associated with wealth and positivity, the collection is the perfect amalgamation of heritage artistry with contemporary wearability, making it just the right choice for today’s evolving consumer tastes.
Strategically crafted and designed for both retail and B2B markets, ‘Shubh Labh’ offers a highly sellable assortment that caters to festive buyers, bridal shoppers, and the gifting segments. The collection strikes the right balance between statement pieces and lighter, versatile jewellery, ensuring wider consumer adoption and faster retail movement during the prime season.
Collection Highlights:
- Intricately handcrafted Polki, Jadau, and diamond jewellery
- Auspicious motifs inspired by prosperity and tradition
- Mix of statement bridal pieces and lightweight festive designs
- Versatile styles suited for both traditional and contemporary wear
- Retailer-friendly range with strong margins and high turnover potential
Commenting on the launch, Amit, Spokesperson, Dassani Brothers, said:
“Akshay Tritiya holds deep cultural and emotional significance for our customers. With the ‘Shubh Labh’ collection, we have thoughtfully combined auspicious symbolism with designs that align with modern preferences. The collection has been created not only to celebrate the spirit of prosperity but also to offer versatile, high-demand pieces that resonate strongly across both consumers and our retail partners.”
With this drop, Dassani Brothers aims to further strengthen its position as a trusted name in festive and bridal jewellery, while enabling its retail partners to capitalize on heightened seasonal demand. Backed by strong design sensibilities and a deep understanding of market trends, the brand expects the collection to witness robust traction across key markets.
The ‘Shubh Labh’ collection is now available for viewing and orders across Dassani Brothers showrooms and leading partner outlets nationwide.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.