Mumbai, Feb 12: AdVinciCode, a full-service 360-degree advertising agency, has conceptualised and executed a new brand campaign for PNG Jewellers, one of India’s oldest and most trusted organised jewellery brands, featuring Bollywood star Ranbir Kapoor. The campaign celebrates PNG Jewellers’ extraordinary heritage while spotlighting its progressive growth vision and national ambitions.
Beyond creative execution, the mandate for AdVinciCode was to strategically reposition PNG Jewellers at a pivotal stage of its growth journey. Backed by deep brand immersion, consumer insight mapping and market understanding, the agency crafted a narrative that bridges legacy with modern aspiration — ensuring the campaign strengthens emotional equity while enhancing national relevance.
With a 194-year legacy, PNG Jewellers sought to communicate its journey, credibility and future roadmap to a wider audience across the country. While the brand continues its association with Madhuri Dixit, the addition of Ranbir Kapoor brings contemporary resonance and expanded cultural relevance to the brand narrative — a strategic choice aligned with the brand’s evolving consumer base and expansion ambitions.
At the heart of the campaign is a powerful storytelling film that traces PNG Jewellers’ evolution — from a dream born in the city of Sangli to a multi-store national jewellery brand under the leadership of Dr. Saurabh Gadgil, Chairman & Managing Director. The film highlights how the brand, despite being nearly two centuries old, has consistently embraced change, scale and innovation. It also brings into focus PNG’s expansion through sister brands such as Lifestyle and Silvostyle, underscoring the thought that true legacy is not merely inherited but continuously built upon. The narrative positions PNG Jewellers as a legacy Indian brand that honours its roots while confidently moving forward with ambition and momentum.
The campaign has been developed as an integrated communication framework under AdVinciCode’s “Cross The Line Advertising” philosophy — combining storytelling, cultural relevance and multi-platform amplification to deliver both brand stature and measurable impact.
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.”
The campaign has been rolled out across television, digital and social media platforms, and is being amplified through an integrated media strategy to maximise national reach and engagement. The brand film can be viewed on PNG Jewellers’ official YouTube channel and social media handles.
With this campaign AdVinciCode and PNG Jewellers reaffirm the belief that true legacy lies in the ability to evolve with time, honouring the past while confidently shaping the future.