P N Gadgil & Sons has named actor Sonali Bendre as its new brand ambassador, launching a campaign that celebrates tradition, family values, and classic jewellery. Starting May 8, Bendre is featured at the heart of the brand, with a focus on mangalsutras, traditional collections, and heirloom-style designs.
With a legacy of more than 192 years, PNGS has positioned itself as a jewellery brand deeply connected to Indian culture and family milestones. The partnership with Sonali Bendre is carefully chosen, not only because of her popularity as an actor but also because of the image she represents to generations of Indian audiences.
Known for her grace, resilience, and authenticity, Bendre is among the few celebrities whose appeal spans generations. From her successful film career in the 1990s and early 2000s to her recent public journey through personal health challenges, she has built a reputation rooted in strength and relatability. That emotional connection aligns closely with PNGS’s effort to present jewellery not simply as fashion, but as memory, identity, and family heritage.
The campaign focuses on the emotional significance of traditional jewellery in Indian households. Rather than presenting ornaments as luxury products alone, the brand highlights how pieces like mangalsutras, wedding sets, and family jewellery carry stories across generations.
Founded in 1832 in Sangli, Maharashtra, PNGS has evolved from a family-run workshop into one of India’s recognized jewellery retailers, known for hallmarked gold and BIS-certified quality. With this campaign, the company also hopes to reach younger customers who care about both tradition and modern style.
Speaking about the collaboration, Aditya Modak, CFO and COO of PNGS, said the partnership reflects the trust and emotional connection the brand has built with Indian families over nearly two centuries. He described Sonali Bendre as someone who naturally represents the grace and cultural pride of PNGS customers.
Bendre shared her thoughts on the association, saying jewellery for Indian women has always represented more than adornment. She said it symbolises love, identity, and memories passed down through generations, making PNGS a brand she genuinely connects with.
At a time when many jewellery campaigns focus on glamour and celebrity appeal, PNGS leans more into emotion, heritage, and familiarity. By choosing Sonali Bendre, the brand is not just adding a celebrity face but reinforcing the values it wants consumers to associate with its legacy.