New Delhi: MMTC-PAMP, India’s only London Bullion Market Association (LBMA) Good Delivery gold & silver refinery, has unveiled a unique way to celebrate Akshay Tritiya through their ‘Shuddh Se Shubh’ campaign. Buying gold on Akhsay Tritiya is a tradition and MMTC-PAMP has launched 24K, 999.9 purest gold Shankhcoins to celebrate this festival of abundance.
Gold has always been a preferred form of investment among Indians across generations and buying gold for securing one’s family’s future is the purest reflection of one’s love and commitment towards their loved ones. Passed down through generations and having the utmost mention in all celebrations, the ‘Shuddh se Shubh’ campaign depicts the significance of this yellow metal through a 56 sec short digital film.
Through the loving relationship between a husband and wife, the campaign highlights how purity is the most auspicious aspect in both gold and personal values. As the wife gets ready for the opening ceremony of her new business, she asks her husband if he would accompany her to the venue. By not getting the desired response, her face falls but then her dejected face is lit up when the husband presents her with the MMTC-PAMP 20-gram Shankh 24k 999.9 purest gold coin saying, “…Kyunki business kishuruaatmeinsabseshuddhko hi sabseshubhmaanajaatahai.”
Commenting on the occasion, Vikas Singh, MD & CEO, MMTC-PAMP said, “Each MMTC-PAMP product is crafted with excellence and embodies Indian values and emotions.
Akshay Tritiya is a festival that has immense cultural significance, and it is considered the most holy for starting new ventures, activities or businesses, and the 20 gm gold shankh coin is ideal to carry out the rituals. We recognize the need to invest into one’s future through gold and MMTC-PAMP’s 24K, 999.9 purest gold stand testimony to the finest Swiss craftsmanship available in India. We bring in unmatched credentials through our London Bullion Market Association (LBMA) accreditation, but our designs remain deeply rooted in the Indian culture.”
The digital campaign is being promoted on all social media and the brand also plans to carry out a massive integrated campaign by partnering with influencers, large jewellers across multiple cities, radio-stations, PVR and INOX theatres that’ll highlight MMTC-PAMP’s commitment of providing the highest standards of purity to gold buyers across the country.
