Gargi and Mithila Palkar flip festive advice on its head

Before a wedding, a puja or a festive evening, many Indian women have heard the same instruction: keep it simple, don’t overdo it, don’t take the spotlight. Gargi by P. N. Gadgil & Sons (PNGS), the contemporary jewellery brand from the 194-year-old P N Gadgil & Sons legacy, has chosen Diwali 2026 to invert that advice.

The new campaign, GET NOTICED, tells women that the festive season is exactly the time to show up as themselves and enjoy being seen. The message arrives through actor and brand ambassador Mithila Palkar, with a light, witty film rather than a loud festive montage.

01 · The film

Set on a busy shoot, the film opens with three cameras ready to roll. Mithila walks up to the video village and asks the director which camera is for her close-up. The director, played by Sarang Sathaye, co-founder of the Marathi digital platform BhaDiPa, replies: “None.” He does not want her noticed in that shot.

Then a stylist stops her with a box of Gargi earrings. The moment she puts them on, the set loses its discipline. A cameraman swings his camera toward her, a second camera follows, and a behind-the-scenes videographer zooms in. Onlookers raise their phones, a CCTV camera rotates, a parked car’s dashcam switches on, and a satellite stops to zoom in on her. The director gives in and shoots the close-up. The film ends with the line: “Gargi. Get Noticed.”

02 · Why the brand built it this way

Gargi’s thinking is that jewellery should express personality, not only mark an occasion. The campaign extends Palkar’s association with the brand, which began in December 2024 and was renewed for 2026. The film places statement chandelier earrings at the centre of the story, while the photography features necklaces and earrings from the Diwali Collection in mustard, gold, blush and maroon.

• Silver is the centrepiece, linked to the Dhanteras ritual of buying something precious.
• The range is positioned as accessible across budgets and workable as a Diwali gift.
• The campaign runs on social and digital, print, out-of-home and in-store, and invites women to share their festive looks with GET NOTICED.

03 · What it means for marketers

For brand leaders, this is a shift from occasion-led jewellery advertising to identity-led demand. In a category that often defaults to gold and big-budget grandeur, a silver-first, light-toned film lowers the barrier and widens the occasion. The old code said festive jewellery marks tradition; Gargi’s code says it lets a woman own her moment.

Aditya Modak, Co-founder of Gargi by P N Gadgil & Sons, said the confidence is the point: “Today’s woman does not dress to blend in, and she should not have to apologise for standing out.” The campaign hashtag gives customers a simple way to participate in the same idea.

The marketing take: when a festive product can carry the plot, a single pair of earrings can do more than a product shot ever will.

Source: Adgully

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.