PNG Sons becomes official jewellery partner for Marathi movie ‘Gharat Ganpati’ 

To commence the promotions, the brand invited the star cast to their showroom in Kothrud for a meet-and-greet event 

Pune: Associations between jewellery brands and films are not an uncommon practice. However, the more important aspect is the way the brand uses the opportunity and promotes collaboration. In the case of PNG Sons, the brand customised jewellery for the star cast of the movie ‘Gharat Ganpati’. The Marathi-language film is set to release on July 26, 2024, across theatres and is a Navign’s production, directed by Navjyot Bandiwadekar. 

To commence the promotions at their end, the jewellery brand invited the star cast of the movie to their Kothrud showroom for a special event. The event featured a meet-and-greet session with Nikita Dutta, Ashwini Bhave, Shubhangi Latkar, Ajinkya Deo, and other notable actors from the film. Additionally, their presence at the store also enabled the jeweller to showcase their other jewellery collections to the actors, a soft promotion of their designs and the brand. 

“The film production house approached us, explaining that they were working on a film and wanted us to be the jewellery partner for the movie. That is how the collaboration started. The actors visited our Kothrud showroom recently to promote the movie,” said Aditya Modak, COO & CFO, PNG Sons. 

The jewellery brand’s Instagram handle also features an engaging reel of the actors during their visit to the showroom. In the reel, the actors are seen interacting with one another and enjoying the exquisite jewellery pieces on display. Speaking on the type of jewellery that was created for the movie, Modak said, “The design was planned and created as per the requirements of the film and the actors. Our tradition and legacy are always reflected in the jewellery we create”.  

However, the brand reported that the showroom activity and their association with the movie is only beginning to gain traction. While the initial response has been positive, the full impact of this collaboration will be gauged only later, as many elements and factors will come into play after the film’s release and can be expected to influence the effectiveness of the partnership. 

Modak mentioned that the jewellery designs created and curated specifically for the movie will also be available at the brand’s showroom for customers. This move aims to bring more exclusive and unique designs to their offerings, making them accessible to both regular and new customers. By introducing these special pieces, the brand seeks to capitalize on the movie’s popularity and the allure of owning jewellery seen on the big screen. 

For the brand, this is expected to attract movie enthusiasts and fashion-forward jewellery consumers who are eager to own a piece of the cinematic experience. The availability of these exclusive designs in the showroom not only enhances the brand’s product range by adding a touch of glamour and sophistication to their offerings. “While our role as the jewellery partner for the film has not yet resulted in a significant increase in footfalls to the store, we are aware of how our customers are placing greater trust in the brand and boosting its value as a regional jeweller,” he added. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive