MMTC- PAMP, the LBMA-accredited gold and silver refiner has announced the appointment of actor Sonakshi Sinha as its first celebrity brand ambassador.

To highlight the association, the brand has rolled out a campaign titled, 'Sona Sahi Hai’' (gold is always right) campaign.

With the festive season around the corner, this collaboration between MMTC-PAMP and Sinha aims to highlight the golden opportunity for Indian consumers to invest and purchase the purest gold and silver from the refiner as a safe-haven asset. 

Samit Guha, managing director and CEO, MMTC-PAMP, said, “We are thrilled to welcome Sonakshi Sinha to MMTC-PAMP as our brand ambassador. Her authentic connection with audiences mirrors our commitment to delivering genuine and purest precious metals to Indian consumers. Our latest campaign represents a vision to democratise gold investment, making it accessible, transparent, convenient and relevant for every Indian household by educating them about gold’s proven track record as a safe-haven asset. Furthermore, the campaign aims to transform how Indians perceive and interact with precious metals, positioning gold not just as tradition, but as a smart, modern investment choice.”

Kashish Vasishta, deputy general manager – marketing and ecommerce, said, “Ms Sonakshi Sinha is a well-known and recognised actress. Her presence for our ‘Sona Sahi Hai’ campaign showcases MMTC-PAMP’s innovative solutions, from digital gold to customisable physical products, catering to the diverse taste and aspiration of our clientele. With our finest Swiss craftsmanship standards, LBMA certification, and deep understanding of Indian consumer preferences, we are uniquely positioned to bridge the gap between heritage and innovation. This campaign will help us reach new audiences while reinforcing our promise of purity, trust, and convenience that has made MMTC-PAMP India's most trusted precious metals brand."