PNG Jewellers’ 1832 legacy, recast for a new generation

PNG Jewellers is opening the festive and wedding season with a campaign that names a quiet fear for many heritage brands: being respected, but not selected.

01 · The twist in the film

The new campaign, “Unstoppable Legacy”, stars brand ambassadors Madhuri Dixit and Ranbir Kapoor. The film places them backstage at a show, talking about what it means to stay in people’s hearts, win over generations and keep a lasting shine. It does not say what they are describing.

Ranbir Kapoor opens with a line that sets the tone: “We need no introduction, we are old gold.” Madhuri Dixit adds that staying in millions of hearts is no small feat. The reveal arrives only at the end: they are talking about PNG Jewellers.

The film holds its subject back, lets the audience complete the thought, and gives the brand the final frame.

02 · Why this pairing carries the idea

Dr. Saurabh Gadgil, chairman and managing director of PNG Jewellers, frames the brand’s history from 1832 and the trust families have placed in it for decades. The casting reflects that. Madhuri Dixit brings familiarity and the trust of an established relationship; Ranbir Kapoor signals the next generation. Together they let the brand argue that legacy is not a museum piece but something still moving.

Hemant Chavaan, head of Marketing, E-commerce, CRM and CSR at PNG Jewellers, puts the strategic problem directly.

“A legacy brand’s real risk is being admired and not chosen.”

That is the campaign’s centre. The film is designed to be shared by a younger viewer while being enjoyed by her mother, with the reveal engineered to leave PNG Jewellers owning the last impression.

03 · Where the campaign runs

• Television: Star Plus, ET Now, Aaj Tak and Republic Bharat
• Digital: YouTube, Instagram, Facebook and connected TV
• Physical touchpoints: PNG Jewellers stores and theatres

That spread matters because the jewellery purchase often spans generations. A daughter may spot the film on Instagram, while her mother sees it on television. A connected TV placement can hit the living room, and a store or theatre run catches the moment when jewellery is already top of mind.

04 · The marketing take

Heritage is not automatically a promise of purchase. PNG Jewellers is turning its history into a reveal, not a list of milestones. The brand is also pairing the story with action: festive offers on gold and diamond jewellery run until November 15, 2026.

For a jewellery marketer, this is a reminder that an anniversary is a fact, while a legacy only works when it changes how a buyer chooses today.

Source: Afaqs!

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