Legacy jewellery brand PN Gadgil has unveiled a new corporate campaign featuring Bollywood’s ‘bad boy’ Salman Khan. The actor has been endorsing PN Gadgil since last year, but this is the first campaign he has appeared in an ad for the brand after the controversial hit-and-run case verdict; Khan last featured in the jewellery brand’s ad to promote his November 2015 movie Prem Ratan Dhan Payo. The newest campaign, that looks at perpetuating PN Gadgil’s 184-year-old legacy, has been created by J Walter Thompson and breaks on air starting today.
Speaking exclusively to Brand Equity about the intent of the new campaign, Saurabh Gadgil, chairman and managing director, PN Gadgil said, “We have always been a people’s brand, with a strong and loyal clientele. Now, we are looking to highlight all the admiration through our values. Our brand is 184 years old and we would like to drive focus to our rich heritage and legacy.”
Gadgil speaks of the jewellery brand’s association with clients, that spans across generations, which spurred on the tagline ‘Parampara achai ki’ (the tradition of goodness). He is of the opinion that the new TVC will catch the eye of anyone with an eye for tasteful jewellery and aesthetic sense.
The film features Khan and his demure on-screen lady love, the latter wearing PN Gadgil jewellery. Khan is mesmerised by her beauty, while the background score, too, lends itself to the duo’s chemistry. Khan’s VO kicks in towards the end, speaking of the brand’s almost two-century story that can be explained in three words – Shuddhta (purity), Vaada (promise) and Vishwas (trust).
