Grayscale Investments, a subsidiary of Digital Currency Group, launched a provocative ad campaign on Wednesday, challenging investors’ traditional beliefs around gold investing.

Employing social-media hashtags like #DropGold, the campaign attempts to challenge the yellow metal’s place in an investor’s portfolio, championing bitcoin — the world’s most famous cryptocurrency — as a superior alternative for those aiming for investments uncorrelated to other assets like stocks traded on the S&P 500 index

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