Gullak aims at changing the way gold investments are perceived in India through latest campaign

Fintech app, Gullak money, launched its new brand campaign “Ab Gold dega 11 nahi 16” to communicate its latest proposition of extra 5% returns on Gold on Gullak Gold+.

The campaign aims at changing the way Gold investments are perceived in India. Through this campaign, Gullak aims to bring awareness to the high returns one can now make on Gold and break the misconceptions around Gold being a low-return asset class or an old-school asset class.

The 15-second ads use humorous plotlines which focus on the proposition - 16% returns on Gold with Gullak Gold+. The five short videos with their quirky messaging and a catchy hook of 11 nahi 16 convey the brand’s proposition in a way that sticks.

Gullak Gold+ offers an extra 5% Gold every year to its users on top of historical Gold returns of 11%, making Gold a 16% asset class.

Commenting on the ad launch, Naimisha Rao, Co-Founder of Gullak, said, “The challenge we took upon when creating the ads was to rebrand Gold. Some look at Gold as a hedge, some associate Gold with jewellery, some look down on Gold by assuming that the returns are low & now some have started to term Gold as old school. With this film, we wanted to communicate one thing clearly that now Gold will give high returns of up to 16% p.a & the ads seem to have communicated that point clearly”

“Making extra returns on Gold is a concept that existed in the offline market but was limited to a very few. With this launch, we go another step further in democratising wealth creation” added the Co-Founder.

The company said, “With Gold+, Gullak users can invest in 24-karat digital gold with the option to sell at any time, making investing in this valuable asset simple and hassle-free. The new addition already incorporates a range of features designed to make money management easy and intuitive. This latest addition further strengthens Gullak's position as a leading fintech innovator, offering users more options and greater flexibility in managing their finances.”

The film:

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