MMTC-PAMP Appoints Sidharth Malhotra as Brand Ambassador for ‘Purest And More’ Campaign

Actor Sidharth Malhotra to front MMTC-PAMP’s integrated campaign spanning physical precious metals, digital investments and gold recycling

MMTC-PAMP has appointed actor Sidharth Malhotra as its Brand Ambassador as the precious metals refiner looks to strengthen its engagement with a new generation of consumers. Malhotra will lead the company’s new integrated campaign, ‘Purest And More’, covering its physical precious metals, digital investment and gold recycling offerings.

MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, has announced actor Sidharth Malhotra as its new Brand Ambassador. The association marks a new phase in the company’s consumer outreach and will see Malhotra feature in the brand’s integrated ‘Purest And More’ campaign.

The campaign presents MMTC-PAMP’s portfolio across physical precious metals, digital investments and responsible gold recycling. Its offerings include 24K 999.9+ purest gold and silver coins and bars, digital gold and silver, gold recycling, online purchasing and assured buyback services.

Built around family moments and festive occasions, the campaign seeks to present precious metal ownership through everyday situations. The communication also highlights the company’s focus on purity, trust and convenience across its various offerings.

Commenting on the appointment, 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. 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 is centred on a wedding celebration and follows a series of family moments in which Malhotra introduces consumers to MMTC-PAMP’s range of products and services. The film communicates the company’s emphasis on purity, trust and convenience while carrying the campaign message, “Purest And More.”

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 combines Malhotra’s presence as an established actor with MMTC-PAMP’s precious metals portfolio. The company said the association is intended to strengthen engagement with a younger, digitally connected audience as interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow.

The ‘Purest And More’ campaign will run across television, digital platforms, social media, print, retail stores and e-commerce channels. Dedicated campaign creatives will focus on digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.

According to the company, every MMTC-PAMP product undergoes a rigorous purification process to achieve 99.99%+ (999.9+) purity. Products carry a unique number for authenticity and are packaged in Assayer Certified Minted Cards.

MMTC-PAMP also states that each gold and silver product purchased from the company comes with positive weight tolerance, meaning the coin or bar weighs more than its listed weight.

MMTC-PAMP products are available through the company’s exclusive stores, leading jeweller partners, e-commerce and quick commerce websites, its app on Google Play and the App Store, as well as its official website.