Mumbai: Gullak, a gold savings platform that enables consumers to systematically plan and accumulate gold over time, has appointed independent creative agency The Womb as its strategic and creative partner. The mandate, awarded without a pitch, will see the agency lead the next phase of Gullak’s brand-building journey.
The partnership comes as Gullak looks to strengthen its brand positioning by encouraging consumers to view gold savings as a planned financial habit rather than an impulse purchase. The company aims to reshape the narrative around gold ownership by making the process of saving for the precious metal simpler and more accessible.
Commenting on the partnership, Naimisha Rao, Co-founder, Gullak, said, “People don’t need convincing to buy gold – they’ve trusted it for generations. For most Indians, gold isn’t an impulse purchase – it’s a planned one. Gullak was built to make planning for gold simple and effortless. As we enter our next phase of growth, we’re partnering with The Womb to create a distinctive brand that reshapes the narrative around saving for gold.”
Sharing his thoughts, Heval Patel, COO of The Womb, said, “Gullak has already reimagined the product experience for a new generation of consumers. Our opportunity now is to build a brand that gives people a new way of thinking about saving for gold itself.”
The Womb is recognised as one of India’s leading behaviour change agencies and has consistently ranked among the top agencies globally for effectiveness by Effie’s and WARC. The agency attributes its approach to a unique organisational structure featuring an equal focus on creative, planning and account management, supported by its proprietary Ladder of Effectiveness framework and the philosophy of creating “Simple & Unignorable” work.
The agency’s client portfolio includes brands such as Britannia, Mahindra SUVs, Vini Cosmetics, Astral, Wonder Cement, IndiaFirst Life Insurance, Dinshaw’s and Saregama India, among others.
The partnership is expected to support Gullak’s next phase of growth by building a differentiated brand identity while expanding awareness of digital gold savings among Indian consumers.
