Posters featuring the lead cast wearing the brand’s jewellery are part of the film’s marketing campaign, taking the brand to audiences beyond its retail network
Mumbai: P. N. Gadgil & Sons has associated with the Riteish Deshmukh and Genelia Deshmukh-starrer ‘Raja Shivaji’, theatrically released on May 1, 2026, as part of its continuing engagement with historical cinema and culturally rooted story-telling. The brand’s traditional Maharashtrian jewellery, created for the film, is a key element of character presentation, and links the worlds of heritage and entertainment.
In the Maharashtra market, Chhatrapati Shivaji Maharaj (often referred to as Raja Shivaji) holds deep emotional significance. Jewellery inspired by him creates a powerful local connect among culturally-rooted consumers. Aligning with the revered historical figure positions PN Gadgil & Sons not just as a jewellery retailer, but as a custodian of heritage.
The jewellery that appears in the film was developed in coordination with the unit’s costume and character teams, with each piece selected according to the demands of specific scenes. Sequences involving warfare required a different jewellery language compared to ceremonial and royal settings, where larger and more detailed pieces were incorporated. The ornaments always remained aligned with the scene and character portrayal.
PN Gadgil & Sons has earlier been associated with period-based Marathi and Hindi films. The company’s familiarity with traditional jewellery forms and regional design references has made it an apt partner for projects requiring authenticity in ornament styling.
Speaking about the collaboration, Aditya Modak, CFO and COO, P. N. Gadgil & Sons, said, “The designers and production teams usually come with a clear understanding of the type of jewellery required for each character. Based on the scenes and story-telling, we work closely to provide jewellery pieces that fit the visual language of the film.”
The partnership has also contributed to the brand’s digital visibility through promotional material circulating across social media platforms. Posters featuring the lead cast wearing the brand’s jewellery are part of the film’s marketing campaign, taking the brand to audiences beyond its retail network. By becoming part of entertainment-led content, the jeweller gained exposure among cinema viewers who also engage with film promotions online and across media channels.
From a retail perspective, film collaborations allow jewellery brands to strengthen customer acquisition by connecting products with stories, culture and recognizable public figures. Historical cinema, in particular, creates opportunities for jewellers to showcase craftsmanship in a format that consumers associate with identity and heritage. These associations also support brand recall by embedding jewellery designs within widely consumed visual content.
“We have always been interested in projects connected to culture and history because they allow us to contribute through jewellery while presenting traditional designs to a larger audience,” Modak stated.
With over 190 years in the jewellery business, PN Gadgil & Sons has a strong presence in Maharashtra with 33+ stores, along with one store each in Vadodara (Gujarat) and Kalaburgi (Karnataka).
Written by Achal Chaubey
Retail Jeweller India Exclusive
