Plus Gold has rolled out a campaign featuring actor Sonakshi Sinha that highlights the actor’s dual role as investor and brand ambassador of the investment app. The ad film, released on the occasion of ‘Akshaya Tritiya’ (10 May) aims to offer a modern perspective on traditional gold investments.

The film offers a peek into the conversations of a young couple discussing their future aspirations and savings. While the wife wishes to invest in gold, her partner is not convinced about its potential and suggests various other investment options like stocks, property and so on. At this point the couple is interrupted by Sinha, who has been listening to the conversation unfold with keen interest. Concurring with the wife's opinion, Sinha makes the case for investing in gold to the hesitant spouse.

What we think about it: While traditionally Indians have always believed in investing in gold, the lure of the precious metal as a lucrative and smart investment option has considerably dimmed in recent years with new-age options sprouting up. The film presents a relatable scenario of a young couple on the cusp of making investment decisions to highlight the modern yet simpler and more flexible approach to owning gold in its endeavour to attract a wider set of investors in the precious metal market.

Plus Gold co-founders, Raj Parakh and Veer Mishra said, "Sonakshi’s charisma has augmented Plus Gold’s acceptability as a new-age and reliable savings and investment alternative. It’s serendipitous that her Instagram handle, @AsliSona (translates to ‘pure gold’) so seamlessly resonates with our brand’s core belief of offering uncompromising authenticity in the booming digital savings market.”

CREDITS:

Director : Chidambaram S. Poduval
Creative directors : Sandeep Shankar Narayanan and Rachit Goyal
Assistant director : Abhijit Ajith Kumar
Associate director : S. K. Sreerag
DOP : Manoj Lobo