PNG Jewellers’ new TVC builds on success of past campaigns, sets goals for future initiatives 

The TVC signals the brand’s plans to expand their signature Pratha collection into new categories like polki jewellery, targeting a wider audience with diverse preferences 

Pune: PNG Jewellers has launched its Pratha TV commercial (TVC) as part of its 2025 marketing strategy. The newly launched campaign emphasizes the brand’s effort to promote the collection and the bridal jewellery segment during the wedding season in India. 

“The Pratha Collection is a signature offering from PNG Jewellers and has been known for appealing to the traditional and modern aesthetics of our customers. It has been a key part of our portfolio for the past four years”, said Hemant Chavaan, Head of Marketing, PNG Jewellers. 

This latest campaign is a focused effort to strengthen the brand’s presence in the competitive wedding jewellery market and as per the brand, its distinctive appeal lies in its ability to cater to diverse bridal tastes, where cultural heritage and contemporary styles meet. As a result, the visual itself does not revolve around any storyline but simply the design of the ornaments and the look it renders to the bride. 

Chavaan highlighted the significance of wedding jewellery, stating, “Wedding jewellery constitutes approximately 70% of business for Indian jewellers. While we have a strong foothold in other categories, we identified the need to amplify our bridal range offerings further to meet customer expectations.” 

The commercial, available digitally on YouTube and Instagram in the form of a 1-minute 10-second video, is an integral part of a larger 360-degree marketing initiative. This comprehensive campaign spans multiple channels, including television, digital platforms, print media, outdoor advertising, and Below-The-Line (BTL) activities. By utilizing a variety of platforms, the brand ensures maximum reach and engagement with its target audience. 

These efforts aim to not only promote the collection but also educate customers about its intricate craftsmanship and versatility. The campaign also signals PNG Jewellers’ plans to expand the Pratha Collection into new categories like polki jewellery, targeting a wider audience with diverse preferences. 

“Building on the success of the Pratha Collection, we have outlined an ambitious marketing roadmap for 2025. In the past, there have been TVC campaigns for collections such as Saptam, Swarajya, and Katha”, commented Chavaan. 

The brand also has also planned special promotions for festive occasions like Gudi Padwa and the Mangalsutra Mahotsav this year. This is an activity that the jewellery brand intends to carry on as highlighting its collections has proven to be beneficial for increasing its connect with its customers and maintaining its leadership in bridal jewellery. “We intend to have dedicated TVCs for all sub-brands of PNG Jewellers and according to our current estimates, 6-7 TV commercials are slated for release between March 2025 and February 2026”, he said. 

Chavaan further shared that the initial response to the campaign has been promising, and the brand intends to make the TVC an annual feature of its marketing strategy. He added that the collection’s timeless appeal resonates with the evolving preferences of modern brides, who seek a balance between traditional values and individual expression in their jewellery choices. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive