Bengaluru: This Dhanteras, Trackk, Young India’s investing platform for Gen Z, has partnered with Bengaluru-based quick-commerce platform Swish to promote its Gold ETF offering. The campaign brings back a familiar childhood favourite, with select Swish deliveries across Bengaluru featuring chocolate gold coins and a note introducing customers to a new way of investing in gold.
The idea draws on the tradition of buying gold during Dhanteras and the childhood memory of receiving chocolate coins during festive celebrations. By bringing the two together, Trackk hopes to connect a familiar festive tradition with a contemporary investment option and make gold investing more relatable to younger consumers.
Through this collaboration, the two digital-first brands are looking to reach younger audiences through a touchpoint they already engage with. Rather than relying on a conventional product promotion, Trackk is putting the campaign directly into customers’ hands, using an unexpected addition to an everyday delivery to spark interest in gold investing.
Vedant Gupte, Co-founder and CEO of Trackk, said, “Gold has always been an integral part of Dhanteras, but the way younger Indians participate in this tradition is evolving. We saw this as an opportunity to connect a tradition people have grown up with to a new way of investing in gold. The idea was to build on a familiar childhood memory and use it as a starting point for a larger conversation around investing. By partnering with Swish, we wanted to take this thought beyond a conventional product promotion and create an interaction that feels natural to Gen Z, while introducing them to Gold ETFs in a way they can relate to.”
Archi Mittal, who heads Brand Marketing for Swish, said, “Most digital brands only ever meet their customers on a screen. A delivery is the one time we’re physically in someone’s home. We think that moment can carry something extra. Something people didn’t order. Through our collaboration with Trackk, we’re bringing a bit of nostalgia to Dhanteras celebrations by adding a familiar childhood memory to select orders. Our customers are already loving it.”
For Trackk, the initiative reflects its larger goal to bring investing into the everyday conversations of a generation that is beginning to take greater ownership of its finances. The brand sees cultural moments such as Dhanteras as an opportunity to engage young consumers in conversations around financial choices, while introducing them to investment options beyond traditional avenues.
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