National News
Festive Elegance: Kushal’s Fashion Jewellery’s Dussehra Edit with Antique and Silver Temple Jewellery
As Dussehra approaches, Kushal’s Fashion and Silver Jewellery unveils a striking festive collection in antique and silver temple jewellery, blending intricate craftsmanship with modern design. This collection celebrates the spirit of victory and festivity, offering statement pieces that honour tradition while elevating contemporary festive style.
Dussehra, a festival of triumph, togetherness, and grandeur, is marked by vibrant celebrations, traditional rituals, and dressing up in one’s finest. Jewellery becomes an essential element of these festivities, completing and enhancing every look. The collection captures this essence through detailed artistry in antique jewellery — from beaded motifs inspired by mor pankh (peacock feathers) and floral elements to bold modern twists with geometric pendants and medallions. It also features BIS hallmarked 92.5 silver temple jewellery, crafted with intricate carvings and traditional motifs that draw from temple architecture and devotional symbols, offering pieces like necklaces, bangles, earrings, toe rings and others that blend cultural heritage with everyday elegance.
The edit showcases an array of festive essentials: statement jhumkas with red stone detailing, ornate kadas, chaandbalis with antique gold finishes, liquid-metal-inspired bead earrings, and layered necklaces designed to make every celebration more radiant. Each piece is thoughtfully crafted to strike the perfect balance between heritage and modernity, making it versatile for both traditional sarees and contemporary festive ensembles.
Speaking on the launch, Manish Gulechha, Co-Founder, Kushal’s Fashion Jewellery, said:
“As we celebrate the auspicious festival of Dussehra, we are delighted to present a collection that reflects both festive grandeur and everyday elegance. With antique-finish designs, intricate festive motifs, and statement silhouettes, this collection is crafted to help women express their unique style during the season. We’re excited to bring these pieces to our consumers across India, both in stores and online.”
The highlights of this collection lie in its rich, antique-inspired craftsmanship paired with contemporary design elements. Each piece is meticulously crafted in 22k gold-plated and antique-finish techniques. Traditional motifs like mor pankh and floral patterns are combined with geometric medallions and modern silhouettes, creating jewellery that stands out while honoring tradition. The collection’s statement necklaces, bold jhumkas, and intricately designed kadas offer women elegant and enduring festive essentials. It also showcases temple jewellery with intricate carvings and devotional motifs, adding sacred elegance to every festive look.
From pujas and festive family gatherings to cultural events and evening celebrations, this collection offers the perfect jewellery companion. Style them with sarees, lehengas, or elegant Indo-western silhouettes for a look that’s festive, graceful, and fashion-forward.
This Dussehra, celebrate victory, elegance, and festive grandeur with jewellery that’s antique in soul yet modern in spirit — only at Kushal’s.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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