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//
National News
GJC lauds GST 2.0, says it is landmark reform that ushers in a new era of trust, transparency, for GJ sector
It reflects the government’s commitment to ease of doing business and provides jewellers with the confidence to focus on growth, innovation, and customer service.
Rajesh Rokde, Chairman -GJC issued a statement on The 57th GST Council recommendation. Which included a series of measures to simplify tax administration, accelerate refunds and reduce compliance costs, with potential benefits for India’s gem and jewellery manufacturers, exporters, wholesalers and retailers.
The statement read:
GST 2.0 is a landmark reform that ushers in a new era of trust, transparency, and efficiency for the gems and jewellery sector. It reflects the government’s commitment to ease of doing business and provides jewellers with the confidence to focus on growth, innovation, and customer service.
These progressive steps will strengthen industry credibility, safeguard livelihoods, and contribute to sustainable development across India. The Council’s recommendations comprehensively address areas that jewellers have long sought reform in — from smoother movement of goods in transit and faster automated refunds that improve cash flow, to fairer notices that reduce litigation and ensure natural justice.
The rationalization of penalties, reduction of the general penalty cap, and recognition of employee insurance ITC reflect a balanced approach that values both compliance and care for our workforce. Most importantly, the withdrawal of arrest powers and the increase in prosecution thresholds will instill greater trust and confidence across the trade.
Together, these measures will reduce disruption, improve working capital, safeguard livelihoods, and create a more supportive business environment. GJC wholeheartedly welcomes GST 2.0 as a forward-looking framework that empowers jewellers, enhances industry credibility, and contributes to sustainable growth for one of India’s most vital sectors
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