PNG Jewellers has unveiled a new brand campaign featuring Ranbir Kapoor, marking a significant step in its national growth journey. Conceptualised and executed by AdVinciCode, the campaign has been developed with a clear strategic objective to reposition PNG Jewellers as a legacy Indian brand that continues to evolve with ambition and scale.
With nearly two centuries of history behind it, the brand is using this moment to not just celebrate its heritage, but to communicate its forward-looking vision at a pivotal stage of expansion. This is more than a celebrity association. It is a narrative shift that bridges credibility with contemporary relevance.
A Legacy That Continues to Build
With a 194 year heritage that began in Sangli, PNG Jewellers has long stood for trust, craftsmanship and continuity. But this campaign shifts the lens from looking back to looking forward.
At the heart of the communication is a storytelling film that traces the brand’s journey from its humble beginnings to becoming a multi-store national jewellery name under the leadership of Dr. Saurabh Gadgil, Chairman and Managing Director. The narrative underscores one powerful thought that legacy is not simply inherited; it is nurtured and expanded with every generation.
The film also highlights the brand’s progressive growth, including its expansion through sister brands such as Lifestyle and Silvostyle, reinforcing PNG’s ambition to scale while staying rooted in its values.
Why Ranbir Kapoor
The addition of Ranbir Kapoor signals a deliberate move towards contemporary resonance. While PNG Jewellers continues its association with Madhuri Dixit, bringing Ranbir into the fold adds a modern cultural dimension that aligns with the brand’s evolving consumer base.
His presence brings freshness and relatability, especially among younger audiences, while the storytelling remains firmly centred on the brand’s heritage and credibility. The celebrity does not overshadow the brand. Instead, he strengthens its relevance in today’s landscape.
A Strategic Repositioning
This campaign represents a carefully planned repositioning at a defining stage of PNG Jewellers’ growth. As the brand steps into a new era as a listed company, communicating its journey and future roadmap to a wider national audience becomes essential.
Developed under AdVinciCode’s Cross The Line Advertising philosophy, the campaign integrates storytelling, cultural relevance, and multi-platform amplification. It has been rolled out across television, digital, and social platforms, supported by an integrated media strategy to maximise national reach and engagement.
Sajid Khan, Founder, AdVinciCode, said, “For us, this campaign was about bringing alive PNG Jewellers’ legacy as a living, evolving story of perseverance and progress. This campaign is rooted in real emotion and aspiration – values that today’s consumers strongly connect with. Ranbir Kapoor adds a strong contemporary cultural connect, while the communication remains firmly centred on PNG’s heritage, credibility and forward-looking vision. Our intent was to humanise the brand and create a narrative that transcends mediums, true to our philosophy of Cross The Line advertising.”
Dr Saurabh Gadgil, Chairman & Managing Director, PNG Jewellers, added, “PNG Jewellers has always stood for trust, craftsmanship and continuity. As we step into a new era as a listed company, it is important for us to share our journey and achievements with the nation while also signalling our ambitious growth roadmap ahead. This campaign reflects who we are – a legacy Indian jeweller that continues to evolve with time, technology and consumer aspirations.”
Hemant Chavaan, Head of Marketing, E-commerce & CSR, PNG Jewellers, said, “The objective behind this campaign is to establish PNG Jewellers as one of the oldest yet fastest-growing jewellery brands in India. We wanted the storytelling to balance heritage with modern relevance and reach newer audiences without losing our core identity. The film encapsulates our belief that legacy is not just inherited, it is nurtured and expanded with every
generation.”
With this campaign, PNG Jewellers reinforces a belief that feels especially relevant today. True legacy lies in the ability to evolve with time, honouring the past while confidently shaping the future.
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