PNGS Appoints Sonali Bendre As Face Of New Jewellery Campaign
P N Gadgil and Sons appoints Sonali Bendre as its new brand ambassador for a campaign focused on mangalsutra and traditional jewellery collections.
SociapaHQ
P N Gadgil and Sons has appointed Sonali Bendre as its new brand ambassador, marking a new campaign focused on the company’s traditional jewellery collections and legacy positioning.
The campaign launched on May 8 and features Sonali Bendre as the face of PNGS’ core brand identity, including its mangalsutra collections and traditional jewellery offerings.
According to the company, the campaign centres on the idea of jewellery as an heirloom tied to cultural meaning and family milestones rather than simply adornment.
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Heritage Meets Cultural Identity:
Founded in 1832 in Sangli, Maharashtra, PNGS is among India’s oldest jewellery brands and has built its presence around hallmarked gold jewellery, BIS-certified craftsmanship and heritage-led positioning.
The company said the partnership with Sonali Bendre reflects shared values around grace, resilience, cultural identity and authenticity.
Describing the association, PNGS said Sonali represents a strong cultural connection with Indian women across generations, particularly through her public image shaped by resilience and personal strength. The campaign positions the mangalsutra not merely as a fashion accessory but as a symbolic representation of the women and family traditions the brand has historically catered to.
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Tradition Meets Younger Consumers:
According to PNGS, the new campaign is intended to speak to a younger generation of consumers while remaining rooted in traditional values and jewellery practices.
Commenting on the partnership, Aditya Modak said, “At PNGS, every piece of jewellery we create carries the weight of trust- trust built over 192 years with millions of Indian families.”
He added that Sonali Bendre embodies “grace, strength and cultural pride,” making her a natural fit for the brand.
“This partnership is not just a campaign- it is a conversation we are beginning with a new generation of PNGS women,” Modak said.
For marketers, the campaign reflects how heritage jewellery brands are increasingly combining legacy storytelling with culturally familiar celebrity faces to remain relevant among younger consumers.
The campaign also highlights the continued importance of emotional symbolism, tradition and trust in jewellery advertising, particularly within categories linked to weddings and family milestones.
For consumers, the brand positions jewellery as an extension of identity, heritage and personal memory rather than only a luxury purchase.
