Bengaluru, 3rd October 2025: MMTC- PAMP, India’s leading precious metal player and the only LBMA accredited Good Delivery Gold & Silver refiner has announced the actress Sonakshi Sinha as its first celebrity Brand Ambassador. She will be the face of the brand’s ‘Sona Sahi Hai’ campaign.
With the festive season around the corner, this collaboration between MMTC-PAMP and Sonakshi Sinha is more than a celebrity endorsement, it’s an alignment of brand values, highlighting the golden opportunity for Indian consumers to invest and purchase the purest gold and silver from the refiner as a safe-haven asset.
Welcoming this partnership and speaking about the ‘Sona Sahi Hai’ campaign, Mr 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.”
The multi-faceted campaign showcases MMTC-PAMP’s signature products including the ‘Sone ki Chidiya’ gold bar, Lotus gold bar and Banyan Tree silver bar, emphasising their 999.9+ purity and finest Swiss craftsmanship. The creative narrative positions gold as a smart investment strategy that outperforms traditional investments, while highlighting its emotional value in Indian families for gifting and legacy building.
Link to the TVC: https://www.youtube.com/watch?v=Rlw-KxxrzP0
Link to the TVC (Instagram): https://www.instagram.com/reel/DPO2dfmAkD_/?hl=en
Speaking about the campaign, Mr Kashish Vasishta, Deputy General Manager – Marketing & 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.”
The ’Sona Sahi Hai’ campaign will highlight MMTC-PAMP’s purest gold and silver products as well as its service offerings such as investment offer of 24K 999.9+ Purest Digital Gold which is kept in secured and insured bank grade vaults. This digital gold can be redeemed for 24K 999.9+ purest gold bars and coins of the same value. Additionally, customers and investors can purchase physical gold products via MMTC-PAMP’s website or app, which will be delivered right at the doorstep, making it an ideal and convenient choice for personal and corporate gifting such as for wedding, celebrating festive occasion and creating purest bonds with the purest gold products.
Every product created by MMTC-PAMP goes through a rigorous purification process to ensure 99.99%+ (999.9+) the purity of the metal. To validate the authenticity, every MMTC-PAMP product carries a unique number and comes packaged in Assayer Certified Minted Cards. Each gold and silver product bought from MMTC-PAMP offers positive weight tolerance, which guarantees that every coin or bar one buys weighs more than the listed weight, ensuring customers receive the highest value for their investment. MMTC-PAMP products are available at their exclusive stores, leading jeweller partners, online marketplaces such as Amazon and Flipkart, from its app available on Google Play and App Store, or directly from MMTC-PAMP’s official website, https://www.mmtcpamp.com/shop.