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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

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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.

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Van Cleef & Arpels Unveils ‘Fascinating Egypt’ High Jewellery Collection Inspired By Ancient Civilisation

The Maison Reinterprets Egypt’s Timeless Symbols Through Vibrant Gemstones, Art Deco Influences and Contemporary Craftsmanship.

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Van Cleef & Arpels has unveiled ‘Fascinating Egypt’, its latest High Jewellery Collection, introducing a new chapter in the maison’s enduring fascination with Ancient Egypt. Launched in Paris, the collection presents nearly 180 abstract and figurative creations that reinterpret the symbols, artistic traditions and cultural legacy of one of history’s greatest civilisations through vivid gemstones, exceptional craftsmanship and a contemporary creative vision.

Continuing its long-standing tradition of artistic exploration, the maison offers its own interpretation of Egypt’s timeless heritage—a civilisation that has captivated the imagination of artists, historians and collectors for more than 2,000 years. The collection celebrates the enduring influence of Ancient Egypt while expressing it through a modern lens, combining historical inspiration with innovative jewellery design.

The inspiration behind ‘Fascinating Egypt’ extends beyond ancient monuments to the remarkable legacy Egypt has left across different eras. The collection reflects the fascination that began with Ancient Rome’s admiration of Egyptian deities, continued through Jean-François Champollion’s groundbreaking deciphering of hieroglyphics in 1822, the installation of the Luxor Obelisk at Place de la Concorde in 1836, and the successive waves of Egyptomania that shaped decorative arts throughout the 20th century. These historical milestones continue to inspire artistic expression and reinforce Egypt’s lasting influence on design and culture.

Through this collection, Van Cleef & Arpels revisits Egyptian culture in all its artistic and decorative richness. Each creation reflects a contemporary narrative inspired by ancient symbols, architectural forms and scenes from everyday life, presenting a timeless vision that bridges the past with the present. The collection seamlessly blends figurative and abstract interpretations, transforming historical references into sophisticated high jewellery masterpieces.

The maison’s connection with Egyptian-inspired artistry dates back to its founding in Paris in 1906, when Europe was experiencing a renewed fascination with Egypt’s cultural heritage. This influence became particularly evident in several creations produced between 1923 and 1924, where the geometric elegance of Art Deco merged with reinterpretations of ancient Egyptian motifs.

These early creations featured profiled human and animal figures, papyrus flowers and scenes depicting everyday life, expressed across an array of jewellery and timepieces including cuff bracelets, brooches, long necklaces, chatelaine watches and wristwatches. These designs reflected the spirit of the Egyptomania movement while showcasing the maison’s distinctive ability to reinterpret historical inspirations through exceptional craftsmanship.

With ‘Fascinating Egypt’, Van Cleef & Arpels once again demonstrates its mastery of storytelling through jewellery. By uniting the enduring symbolism of Ancient Egypt with vibrant precious stones, refined artistry and contemporary design, the maison has created a collection that honours one of the world’s most influential civilisations while reaffirming its own legacy of creativity, innovation and timeless elegance.

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