MMTC-PAMP Appoints Sidharth Malhotra as Brand Ambassador
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, has appointed actor Sidharth Malhotra as its new Brand Ambassador. The association marks a step in the brand’s efforts to connect with younger consumers and expand awareness of its precious metals ecosystem.
As part of the partnership, Sidharth will feature in MMTC-PAMP’s new integrated ‘Purest And More’ campaign, which highlights the company’s portfolio across physical gold and silver, digital investments, gold recycling, online purchases and assured buyback services.
The campaign showcases MMTC-PAMP’s 24K 999.9+ pure gold and silver coins and bars, alongside its digital gold and silver offerings and responsible gold recycling solutions. Through family-oriented and festive moments, the campaign aims to present precious metals ownership as more accessible and relevant to contemporary consumers.
Mr 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.”
The campaign film is centred around a wedding celebration, with Sidharth introducing consumers to the brand’s range of offerings. The storytelling focuses on MMTC-PAMP’s emphasis on purity, trust and convenience under its ‘Purest And More’ proposition.
Speaking about 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 partnership will be promoted across television, digital, social media, print, retail and e-commerce, with campaigns around digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
MMTC-PAMP states that its products undergo a purification process to achieve 99.99%+ (999.9+) purity, with products carrying unique identification numbers and Assayer Certified Minted Cards. Its gold and silver products are available through exclusive stores, jeweller partners, e-commerce and quick-commerce platforms, its mobile app and official website.
