Brands
MMTC-PAMP names Sidharth Malhotra as brand ambassador
Actor to front ‘Purest And More’ campaign as precious metals brand targets younger consumers
Mumbai: Gold gets a new-age face. MMTC-PAMP has appointed actor Sidharth Malhotra as its brand ambassador, bringing the actor on board to help the precious metals company connect with a younger, digitally focused consumer base.
Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More’, which highlights the company’s offerings across physical gold and silver, digital investments, gold recycling, online purchases and assured buyback services.
The campaign is designed to position precious metals ownership as more accessible and relevant to contemporary consumers, while continuing to emphasise the company’s focus on purity and trust.
The campaign film follows Sidharth through a series of family moments centred around a wedding celebration. The actor introduces viewers to MMTC-PAMP’s wider ecosystem, moving beyond conventional physical gold and silver to showcase digital and recycling options.
Commenting on the association, MMTC-PAMP’s managing director and CEO Samit Guha said Sidharth’s “authenticity, credibility and modern outlook” align with the brand’s values. He added that the actor’s appeal across generations would help MMTC-PAMP reach both experienced investors and first-time buyers.
The association comes as MMTC-PAMP seeks to broaden its proposition beyond traditional precious metals ownership. Its portfolio includes 24K 999.9+ gold and silver coins and bars, digital gold and silver, gold recycling and online purchasing, alongside assured buyback services.
Sidharth said MMTC-PAMP has combined its reputation for purity and trust with newer ways of investing in and experiencing precious metals.
“I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign,” he said.
MMTC-PAMP’s head of marketing Gaurav Nijhawan said Sidharth’s persona closely matches what the brand stands for and expressed confidence that the campaign would deepen its connection with consumers.
The campaign will run across television, digital, social media, print, retail stores and e-commerce platforms. The creatives will spotlight digital gold and silver, festive gifting, Virasat recycled gold and seasonal occasions including Akshaya Tritiya and Diwali.
MMTC-PAMP said its products undergo a purification process to achieve 99.99 per cent or 999.9+ purity. Its products carry unique identification numbers and are packaged in Assayer Certified Minted Cards. The company also said its gold and silver products come with positive weight tolerance.
With Sidharth now at the centre of its communication, MMTC-PAMP is looking to make a traditionally investment-led category feel more contemporary, while keeping purity at the heart of its proposition.
