Bengaluru: Alt, India’s leading platform for alternative investments, has unveiled its latest digital-first brand campaign, ‘Zugzwang-Proof Your Portfolio’, featuring the youngest world chess champion, Gukesh D. The campaign creatively draws parallels between the game of chess and the world of investing to highlight the importance of portfolio diversification for long-term wealth generation and the role alternative investments play in building a well-diversified portfolio.
In chess, zugzwang—a German term meaning “compulsion to move”—describes a situation where a player is forced to make a move that inevitably worsens their position, often leading to a loss. Similarly, investors may face zugzwang situations when their portfolios depend solely on a single asset class, leaving them vulnerable to market volatility and unfavorable conditions.
The film brings this concept to life by showcasing potential zugzwang moments in investing and how diversification into alternative assets can help avoid them. Gukesh takes center stage, demonstrating how preparation, foresight, and a multi-pronged strategy are essential for success—both on the chessboard and in building wealth.
Commenting on the campaign launch, Kunal Moktan, Co-founder, Alt, said, “We are excited to feature chess prodigy Gukesh D in our latest digital campaign. The campaign aims to educate investors at all levels about the advantages of building a well-balanced portfolio by leveraging private market alternative assets like commercial real estate, AIF funds, REITs, and private credit. Gukesh’s journey is proof that thinking ahead changes the game, and that’s exactly what we at Alt want to help investors do.”
