New Delhi, 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.