MAM
Khyaal and CaratLane partner to introduce Innovative Digital Gold Investment for seniors
Mumbai: Khyaal, India’s number one app for senior citizens announces a strategic partnership with CaratLane, to introduce Khyaal Digi-Gold—a secure, hassle-free digital gold investment solution tailored for seniors. Launching on the auspicious occasion of Akshaya Tritiya, this partnership is set to revolutionise the way senior citizens approach gold investment. It offers a secure, hassle-free digital alternative that addresses the traditional challenges associated with physical gold such as making charges, purity concerns, storage costs, and theft risks.
As part of this partnership, Khyaal’s app will feature a dedicated section where users can effortlessly buy and sell gold by weight or its monetary value. Additionally, the app will provide access to real-time gold prices and a history of gold performance, enabling users to make informed investment decisions. This digital format allows for transactions to be made 24/7 directly from the Khyaal app, with the option to easily convert their digital gold holdings into Indian Rupees and transfer to their bank accounts. Seniors can also effortlessly convert their digital investments into physical jewellery, choosing from CaratLane’s extensive collection of over 8,000 unique designs available both online and at more than 270 retail outlets nationwide. This flexibility and the tangible benefits of Khyaal Digi-Gold make it a highly appealing choice for seniors who value both security and convenience. Moreover, this partnership comes with the CaratLane seal of trust, which guarantees the purity and security of the investment.
Commenting on the partnership, Khyaal founder & CEO Hemanshu Jain said, “Gold has always been a trusted investment avenue for seniors and continues to be the preferred option. Our partnership with CaratLane furthers our ongoing commitment to enhance the lives of our seniors by offering greater access, security, and independence. The aim is to ensure that seniors can invest in gold through a simple and seamless platform that streamlines the gold investment process, making it accessible and hassle-free.”
Expressing enthusiasm about the partnership, CaratLane chief executive officer Avnish Anand said, “The whole point of building the Digital gold business is to provide a simpler cost-effective solution to consumers who buy and gift gold for future jewellery purchases. This strategic partnership with Khyaal is a crucial step in making that happen. We feel that we can combine our capabilities and provide a wonderful experience and great value to Khyaal’s customers.”
Khyaal Digi-Gold offers a structured and transparent approach to buying 24-carat gold, ensuring compliance with all applicable laws and regulations. This method allows customers the flexibility to invest in gold in denominations as low as Rs 10. CaratLane, on behalf of Khyaal users, secures physical gold which is then stored in BVC’s high-security vaults, providing peace of mind for seniors by eliminating the logistical challenges of storing and securing physical gold.
Khyaal was established to address the broad spectrum of challenges faced by seniors in modern times, including loneliness, digital literacy, susceptibility to online frauds, misinformation, and difficulty in accessing suitable assistance. Designed to empower seniors to reclaim control over their lives, the Khyaal app comprehensively tackles these issues. With a digital-first approach, it leverages technology to provide seamless access to essential services across India, enabling seniors to navigate their daily lives with greater independence and security. Since its launch in 2020, Khyaal has successfully engaged with over one million seniors and has raised a total of $5.4 million, significantly boosting its ability to serve India’s senior population.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
