PNG Jewellers, a 184-year-old Maharashtra-based brand that has in recent years expanded to the USA and UAE, and established an online presence, has launched a brand campaign that includes a TVC.
The film features Bollywood actor Salman Khan and has been conceptualised by J. Walter Thompson.
The film showcases the beauty of its collections through a female model in a regal setting, as a mellifluous sound track plays on. Her joyous moods and interactions with her partner and a young girl are complemented by the jewellery. Khan delivers the story of two centuries in three words: shudhdhta, vaada, vishwas (purity, promise, trust) before introducing PNG Jewellers and the tagline, ‘Parampara achchai ki’ (Tradition of goodness).
“This is an exciting initiative, PNG Jewellers as a brand takes great pride in our history, heritage and legacy. Highlighting those elements in our latest campaign ‘Parampara achchai ki’ will add a lot to the brand value. We are glad to have our global brand ambassador Salman Khan as the face and we intend to create an innovative and meaningful campaign,” said Saurabh Gadgil, CMD, PNG Jewellers.
Tista Sen, NCD, JWT, added, “PNG Jewellers with their rich heritage is a familiar brand that evokes an emotion. And it is this emotion the brand film captures. Be it gold, diamond, exquisite neck pieces, stunning earrings and elegant bangles they are all mark of the tradition and brand legacy that only PNG Jewellers can claim. Salman epitomises these similar values and takes us through the rich legacy with lyrical images that linger on.”
The TVC will be accompanied by a multi-city OOH campaign, informed an official statement.
Client: PN Gadgil
Creative agency: J Walter Thompson
Creative team: Tista Sen, Abhay Arekar, Shounak Guhathakurta, Sourav Pattnaik, Arjun Chandravanshi
Account management: Anitha Krishnan, Sameer Joshi, Varun Uchil, Sharon Faria
Account planning: Shaziya Khan
Agency films team: Anupama Ahluwalia
Director: Tejal Patni
Producer: Urshila Purohit
DOP: Daniel Low
Production designer: Indrani Pillai
Music director: Sameerudin
Singer: Kavita Seth
Offline editor: Yusuf Khan
Online editor: Rithesh Rai
Post production: After Post