Grounded in emotion and heritage, the campaign delves into the profound cultural and personal importance of purchasing gold, particularly during weddings and festivals.
Central to the campaign is a beautifully produced film featuring brand ambassador Mithila Palkar, which has been launched across digital and social media platforms. The visuals portray intimate, heartfelt moments where gold transcends mere adornment—it becomes a legacy. From temple jewelry to mangalsutras and ornate bangles, the showcased pieces are rich in both design and sentiment. The film’s impactful tagline, “You shine brighter when you’re wrapped in gold,” encapsulates the lasting significance and emotional resonance that gold holds in Indian homes.
“Gold represents more than just a transaction—it signifies a pivotal moment,” remarked Aditya Modak of PNGS. “Whether it’s a bride’s first heirloom or a major life achievement, every purchase carries memories and meaning. This campaign brings those feelings to life.”
The campaign comes at a time when PNGS is performing strongly, despite a 25–30% increase in gold prices over the past year. The brand’s ability to adapt to changing consumer sentiments—balancing traditional values with contemporary design—has been key to its sustained growth.
PNGS’ dual-track strategy appeals to both traditional buyers looking for substantial gold items and younger consumers attracted to lighter, modern styles. This combination of classic and contemporary has enabled the nearly 200-year-old brand to remain relevant across generations.
With 33 showrooms spread across various states and an expanding hybrid retail presence, PNGS is actively expanding. Its digital-first initiatives—including WhatsApp shopping, video catalogues, and personalized gifts—are enhancing the overall customer experience. Looking forward, the brand plans to deepen its expansion in North and South India, aiming to exceed 50 outlets by 2030.
As Akshaya Tritiya ushers in a period of new beginnings and prosperity, PNGS’ Festival of Golden Movements campaign embodies the essence of the season—where each piece of gold is not only worn but cherished.