Festival of Golden Moments: PNGS’ campaign for Akshaya Tritiya seeks to seal memories in gold

The campaign brings alive the emotion and significance of gold purchase. It captures moments with brand ambassador Mithila Palkar in which gold is not merely worn but passed on with love, pride and permanence

Pune: Leading jewellery retailer P N Gadgil & Sons has unveiled its Akshaya Tritiya campaign titled ‘Festival of Golden Moments’. The campaign brings alive the emotion and significance of gold purchase, especially during the festive and wedding season. With opulent, heavyweight gold pieces that carry the weight of tradition—such as 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 worn but passed on with love, pride and permanence. As the narrative unfolds, the tagline ‘You shine brighter when you’re wrapped in gold’ is a reminder that gold is forever and will never go out of fashion.

“Gold is never just a transaction, but a turning point,” said Aditya Modak, COO and CFO, P N Gadgil & Sons. “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, though gold 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 has also been an apparent uptick in lighter, aspirational designs among younger buyers.

With 33 EOB outlets across multiple States, a strong hybrid retail model, and an expanding digital-first strategy, PNGS has been scaling up 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 Moments’ campaign serves as both a tribute to tradition and a reflection of the brand’s evolution, where every story begins in gold.

Retail Jeweller India News