The actress joins as the brand’s first ambassador, championing purity, trust, and modern investment in gold.

MMTC-PAMP, India’s leading precious metals brand and the country’s only LBMA-accredited Good Delivery Gold and Silver refiner, has announced Sonakshi Sinha as its first celebrity brand ambassador. She will front the brand’s latest campaign, ‘Sona Sahi Hai’, which celebrates India’s gold legacy while redefining gold as a smart, modern investment choice.

Launched ahead of the festive season, the collaboration reflects a shared vision between MMTC-PAMP and Sonakshi Sinha – promoting gold and silver not only as symbols of tradition but as secure, high-purity investment assets.

Samit Guha, MD & CEO, MMTC-PAMP, said:

“We are thrilled to welcome Sonakshi Sinha as our brand ambassador. Her authenticity and connection with audiences mirror our commitment to purity and trust. With ‘Sona Sahi Hai,’ we aim to democratise gold investment – making it transparent, accessible, and relevant for every Indian household.”

The campaign showcases MMTC-PAMP’s signature 999.9+ pure products – including the Sone Ki Chidiya Gold Bar, Lotus Gold Bar, and Banyan Tree Silver Bar – each crafted with Swiss precision. It positions gold as a high-performing, emotionally resonant asset ideal for investment, gifting, and legacy building.

Kashish Vasishta, deputy general manager – marketing & e-commerce, added:

“Sonakshi’s association highlights our blend of heritage and innovation. With LBMA certification and Swiss craftsmanship, MMTC-PAMP offers both digital and physical gold solutions, meeting the evolving aspirations of Indian consumers.”

The campaign also promotes 24K 999.9+ Pure Digital Gold, stored securely in insured vaults, redeemable anytime for physical bars and coins. Every MMTC-PAMP product carries Assayer Certified Minted Cards and unique serial numbers, assuring unmatched purity and authenticity – making it India’s most trusted name in precious metals.