The event, which integrated the brand’s new Mangalsutra line, had an outreach of over 8 million people on-ground and through digital amplification. More than 20 Marathi television and film personalities participated in the festivities, adding to its appeal
Mumbai: PNG Jewellers recently hosted the ‘Chala Kheluya Mangalagaur’ event, in partnership with television channels Star Pravah and Rajshri Marathi, to celebrate Maharashtra’s cultural heritage and deepen its connect with women across generations. The event also served as a platform to launch the brand’s new 18kt Mangalsutra collection.
“Our objective was to create a space that celebrates community and tradition while introducing our 18kt Mangalsutracollection to audiences who value cultural heritage,” said Hemant Chavaan, Head – CRM, Marketing, E-commerce and CSR, PNG Jewellers.
The main celebrations took place at select locations, supported by digital outreach, call-to-action vouchers and promotional content to engage customers across regions. More than 20 Marathi television and film personalities, including Nivedita Saraf, Palvi Kadam, Pratiksha Jadhav, Apoorva Paranjpe, Rupali Bhosle, Krutika Dev, Samruddhi Kelkar and Supriya Pathare, participated in the festivities, adding to the event’s appeal.
Notably, Mangalagaur is a traditional and culturally rich celebration observed by newly married women in Maharashtra; thus it has a natural connect with Mangalsutras. Dedicated to Goddess Gauri, a manifestation of Goddess Parvati, this festival signifies marital bliss, prosperity, and the well-being of the husband. The word ‘Mangalagaur’ itself denotes auspiciousness, underlining the sacred and joyous nature of this event.‘Chala KheluyaMangalagaur’ therefore featured traditional Mangalagaur activities such as Phugadya, Pinga and folk dance performances. Women attended in Maharashtrian attire, wearingnavvaris, naths and chinchpetis. A customized photo booth, celebrity interactions and shared rituals encouraged participation and cultural expression.
The brand integrated itsMangalsutra Mahotsav with the event, where its18kt Mangalsutracollection was displayed with branding, celebrity endorsements and interactive activities such as a jewellery puzzle to spark curiosity. In-store vouchers, a lucky draw, and personal guidance from brand representatives encouraged store visits and purchase interest following the event.
“Our outreach reached over 8 million people, combining on-ground participation with digital amplification. This has helped us connect meaningfully with the community while showcasing our new offerings,” Chavaan added.
Events like this, according to PNG Jewellers, strengthen customer loyalty, increase store footfalls, and provide visibility for new product launches. They also enhance brand recall through influencer participation and content-led engagement.
“Chala KheluyaMangalagaur has allowed us to build stronger bonds with our customers while remaining rooted in tradition. It has also helped us create awareness around our 18kt Mangalsutracollection in a relevant and engaging way,” Chavaanstated.
With a rich legacy spanning 193 years, PNG Jewellers currently operates 53 retail outlets across Maharashtra and has announced plans to open more stores in the State by the end of fiscal year 2026. Beyond Maharashtra, the brand also has a presence in Goa and an international outlet in California, USA.
Written by Achal Chaubey
Retail Jeweller India Exclusive
