Sonakshi Sinha fronts MMTC-PAMP’s ‘Sona Sahi Hai’ campaign

MMTC- PAMP 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.

The 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.

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, 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.”

Speaking about the campaign, 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 gold and silver products as well as its service offerings.