The campaign also marks a high-growth phase for PNGS
Mumbai: P N Gadgil & Sons, one of India’s most iconic legacy jewellery brands, has unveiled its Akshaya Tritiya campaign—Festival of Golden Movements. The campaign brings alive the emotion, intimacy, and meaning behind gold purchases, especially during the festive and wedding season. With opulent, heavyweight gold pieces that carry the weight of tradition—mangalsutras, temple jewellery, intricate bangles—the campaign showcases how every piece becomes a marker of memory.
The film, launched across digital and social media, captures moments with brand ambassador Mithila Palkar in which gold is not merely adorned but passed on with love, pride, and permanence. As the narrative unfolds, the tagline “You shine brighter when you’re wrapped in gold” reminds us that gold is forever and will never go out of fashion.
“Gold is never just a transaction, but a turning point,” said Aditya Modak. “Whether it is a bride’s first heirloom or a milestone gift, we see ourselves as jewellers and memory-makers. The campaign captures that emotion. It is about those fleeting seconds that live on through gold.”
The campaign also marks a high-growth phase for PNGS. The brand has demonstrated consistent performance over the last year, but prices have surged by nearly 25% to 30%. PNGS has successfully navigated this volatility by staying close to consumer sentiment, honouring heirloom traditions while also appealing to new-age aspirations.
A dual-track strategy has powered this growth: while demand for traditional, heavyweight jewellery continues to thrive among families investing in legacy purchases, there is also been an apparent uptick in lighter, aspirational designs among younger buyers. This shift is reflected in the designs we create for PNGS, which has remained relevant even after nearly two 2 centuries.
With nearly 33 EOB outlets across multiple states, a strong hybrid retail model, and an expanding digital-first strategy integrating WhatsApp-driven engagement, video catalogues, and personalised gifting, PNGS is scaling with thought and agility. The brand now aims to deepen its presence in North and South India, with plans to cross 50+ showrooms by 2030.
As Akshaya Tritiya ushers in a season of prosperity and celebration, PNGS’ Festival of Golden Movements campaign serves as both a tribute to tradition and a reflection of the brand’s evolution, where every piece tells a story, and every story begins in gold.
