PNG Jewellers has rolled out a campaign, 'Legacy is our biggest gold', featuring actor Ranbir Kapoor to celebrate the company's heritage while spotlighting its progressive growth vision and national ambitions.

Conceptualised by AdVinciCode, the campaign consists of an ad film.

Set within an immersive art installation that visually narrates the brand’s story and features Kapoor, the film traces PNG Jewellers’ journey from a dream born in Sangli to a multi-store national brand. It shows how, despite being nearly two centuries old, the company has continually embraced change, scale and innovation, using its expansion to underline that true legacy is built, not merely inherited. The narrative positions PNG Jewellers as a legacy Indian brand that honours its roots while moving forward with confidence and ambition, closing with Kapoor’s reflection that legacy begins when the unseen is brought to life. 

What we think about it: The storytelling aspect was a spectacle. It elegantly communicates PNG Jewellers’ heritage and ambition, using Ranbir Kapoor’s presence and the immersive setting to lend contemporary appeal to a legacy narrative. However, its polished, reverential tone prioritises brand mythology over emotional storytelling, making it feel more like a corporate ode than a deeply memorable consumer film.

Dr Saurabh Gadgil, chairman and managing director, PNG Jewellers, added, “PNG Jewellers has always stood for trust, craftsmanship and continuity. As we step into a new era as a listed company, it is important for us to share our journey and achievements with the nation while also signalling our ambitious growth roadmap ahead. This campaign reflects who we are - a legacy Indian jeweller that continues to evolve with time, technology and consumer aspirations.”

Hemant Chavaan, head of marketing, e-commerce and CSR, PNG Jewellers, added, “The objective behind this campaign is to establish PNG Jewellers as one of the oldest yet fastest-growing jewellery brands in India. We wanted the storytelling to balance heritage with modern relevance and reach newer audiences without losing our core identity. The film encapsulates our belief that legacy is not just inherited, it is nurtured and expanded with every generation.”

Sajid Khan, founder, AdVinciCode, said, “For us, this campaign was about bringing alive PNG Jewellers’ legacy as a living, evolving story of perseverance and progress. This campaign is rooted in real emotion and aspiration - values that today’s consumers strongly connect with. Ranbir Kapoor adds a strong contemporary cultural connect, while the communication remains firmly centred on PNG’s heritage, credibility and forward-looking vision. Our intent was to humanise the brand and create a narrative that transcends mediums, true to our philosophy of Cross The Line advertising.”