Brands
Gold standard storytelling marks PNGS’s shimmering festive campaign
MUMBAI: When it comes to gold, it’s not just about karats, it’s about characters. This Akshaya Tritiya, P N Gadgil & Sons (PNGS), one of India’s most cherished jewellery legacies, has launched its heartfelt campaign titled Festival of Golden Movements. The initiative wraps age-old tradition in a modern glow, turning gold from ornament into heirloom, and from fashion into feeling.
Fronted by actor and brand ambassador Mithila Palkar, the campaign film unfolds like a reel of emotion. Set against a celebratory backdrop, it shows gold jewellery not merely being worn but treasured, passed on with warmth and pride. The tagline “You shine brighter when you’re wrapped in gold” is more than just poetic, it’s a reflection of PNGS’ philosophy that every piece of jewellery is a memory in metal.
“Gold is never just a transaction, but a turning point,” said Aditya Modak. “Whether it is a bride’s first heirloom or a milestone gift, we see ourselves as jewellers and memory-makers. The campaign captures that emotion. It is about those fleeting seconds that live on through gold.”
The spotlight is firmly on traditional heavyweight designs temple jewellery, intricate bangles, timeless mangalsutra crafted for legacy moments. At the same time, PNGS has smartly tuned into shifting consumer sensibilities. While families continue to invest in gold as tradition, younger audiences are gravitating towards lighter, aspirational piecejewellery that balances heritage with a hint of minimalism.
This dual-track strategy has powered PNGS through a high-growth year, even as gold prices have surged 25–30 per cent. By staying close to customer sentiment and marrying tradition with trend, the brand has stayed not just relevant, but radiant.
With 33 EOB outlets and a hybrid model that spans physical stores, video catalogues, WhatsApp-led personalisation, and digital gifting, PNGS is growing with thoughtful agility. The brand now aims to scale to 50+ showrooms by 2030, with particular focus on deepening its presence in North and South India.
As Akshaya Tritiya ushers in a season of gold and good fortune, PNGS’ Festival of Golden Movements campaign offers a meaningful reminder: while styles change, sentiment doesn’t. And sometimes, the most lasting legacy fits in the palm of your hand woven in gold, wrapped in love.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
