Bengaluru, August 07th 2025: Alt, India’s leading platform for alternative investments, has rolled out its latest digital-first brand campaign, ‘Zugzwang-Proof Your Portfolio’, featuring the youngest world chess champion Gukesh D. This innovative campaign draws parallels from the game of chess to build awareness on the importance of portfolio diversification for long term wealth generation and the role played by alternative investments in building a well-diversified portfolio.
In chess, zugzwang (German for “compulsion to move”) describes a situation where a player is at a disadvantage because they are forced to make a move wherein any legal move that they make in this position would further worsen their situation, often leading to a loss or significant disadvantage.
Similar zugzwang situations could also arise in any investor’s financial investments. When an investment portfolio relies entirely on only one asset class, it is left exposed to market volatility and potential zugzwang situations during unfavorable conditions. The film brings this concept to life by portraying these potential zugzwang situations in investments and how portfolio diversification into alternative assets can avoid them.
Gukesh takes center-stage in the film, demonstrating how preparation, foresight, and a multi-faceted strategy are equally critical for success in both chess and investing.
Commenting on the campaign launch Mr. 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.”