Personifying a golden legacy across generations

Brand:
A brand that is almost synonymous with being a Punekar – P.N. Gadgil is a name that stands for blind trust and purity in gold jewellery. A brand with a legacy of more than 185 years, PNG 1832 is led by Abhay Gadgil. While PNG 1832 takes forward all the core values of the pioneer brand, it also adds a contemporary twist to tradition. The location of the store – at Nal Stop – gave an edge to the brand and its promise.

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Challenge:
The brand PNG 1832 was to be unveiled to the people of Pune with its first store at Nal Stop. The primary challenge was to find that one crucial differentiator while staying true to the original legacy. The prosperous city of Pune is home to many jewellery brands that have a loyal customer base. Thus, the brand PNG 1832 had to be set apart from this clutter without alienating it from the pre-existing legacy of P.N. Gadgil Jewellers in Pune.

Strategy:
At Setu, we decided to package the longstanding legacy of the pioneer brand with an emotional hook. With the understanding that the brand has connected with families across generations, we came up with the concept of ‘Family Jewellers’. The core idea behind this thought was that the brand always took care of the customer’s interests honestly, above anything else.

The launch of the PNG 1832 store at Nal Stop was a grand success. The store was launched during the auspicious days of Navratri and thus, could align itself to the upcoming festive season in the most optimum way. The look and feel of the store set itself apart from the other jewellery outlets. However, the brand communication ensured that its legacy stayed intact.

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Results:
PNG 1832, while deriving its legacy from the pioneer brand, successfully carved a niche for itself in the hearts of Punekars. A fact that was evident from the astounding footfalls that it gathered during the festive season of Diwali as well as Dussehra.

 

 

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