Mumbai: AdVinciCode has conceptualised and executed a new brand campaign for PNG Jewellers, featuring Bollywood actor Ranbir Kapoor. The campaign celebrates the jewellery brand’s 194-year legacy while spotlighting its progressive growth vision and national expansion ambitions.
The mandate extended beyond creative execution, with AdVinciCode strategically repositioning PNG Jewellers at a key stage of its growth journey. Through deep brand immersion, consumer insight mapping and market analysis, the agency developed a narrative that bridges legacy with modern aspiration, strengthening emotional equity while enhancing national relevance.
While PNG Jewellers continues its longstanding association with Madhuri Dixit, the addition of Ranbir Kapoor introduces contemporary cultural resonance aligned with the brand’s evolving consumer base. The campaign film traces the brand’s journey from its origins in Sangli to becoming a multi-store national jewellery chain under the leadership of Dr. Saurabh Gadgil, Chairman & Managing Director. It also highlights the company’s expansion through sister brands such as Lifestyle and Silvostyle, reinforcing the idea that legacy is continuously built upon.
Developed under AdVinciCode’s “Cross The Line Advertising” philosophy, the campaign integrates storytelling, cultural relevance and multi-platform amplification to deliver 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 integrated campaign has been rolled out across television, digital and social media platforms, supported by a comprehensive media strategy to maximise national reach and engagement. With this initiative, AdVinciCode and PNG Jewellers reaffirm their belief that true legacy lies in evolving with time while honouring the past and shaping the future.
