Brands
A jewel in the making as Sara Tendulkar joins Litestyle by PNG
MUMBAI: All that glitters is getting a lighter, younger glow. Litestyle by PNG, the contemporary fine jewellery arm of PNG Jewellers, has named Sara Tendulkar as its brand ambassador, signalling a clear push to court India’s next generation of jewellery buyers. Positioned as a bridge between legacy and modernity, Litestyle has been built to speak to consumers who see jewellery as part of everyday self-expression, not just festive or family occasions. While PNG Jewellers has been a trusted household name for nearly 200 years, Litestyle operates as a distinct business vertical with its own design language, retail format and omnichannel strategy.
Sara Tendulkar’s understated style and digital-first connect make her a natural fit for the brand’s philosophy. With over 8.9 million Instagram followers, she represents a cohort that values minimalism, comfort and authenticity over excess. Her clean silhouettes and preference for wearable elegance mirror Litestyle’s focus on lightweight, contemporary jewellery designed for daily wear.
“This is not a short-term style play,” said PNG Jewellers chairman and managing director Saurabh Gadgil underscoring that Litestyle is being scaled as a serious growth engine under the PNG umbrella. The brand, he noted, is designed around everyday moments and modern shopping behaviours, supported by dedicated merchandising, marketing and digital platforms.
For Tendulkar, the association is rooted in relatability. She described Litestyle as jewellery that feels “light, thoughtful and designed for everyday life”, aligning with how younger consumers increasingly approach personal style.
The two-year partnership, which begins in December 2025, will see Tendulkar front brand and collection campaigns, feature in digital initiatives, attend store launches and act as a style muse for select collections. Jewellery lines featuring her are slated to roll out from March 2026.
Litestyle currently operates pilot stores in Pune and Goa and is now gearing up for structured expansion. The brand plans to scale to around 50 stores by FY 2028 through a mix of company-owned and franchise formats, backed by a robust online store and app. Maharashtra will anchor the first phase of growth, before a wider national rollout.
In a market where jewellery is being redefined beyond heirlooms and heavy occasions, Litestyle’s bet is clear, keep it light, keep it modern, and keep it relevant to the consumers of tomorrow.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
