MMTC-PAMP is urging people to honour Akshaya Tritiya’s rituals

In the pre-pandemic era, Akshaya Tritiya stood for a long-standing ritual of welcoming home prosperity by buying the purest gold. It’s a festival cherished by all. But, in today’s times when the well-being of our loved ones is the most crucial thing on our minds, stepping out of our homes isn’t feasible. If anyone understands this, it’s MMTC-PAMP.

In an attempt to keep the spirit of this auspicious festival alive even today, AutumnGREY Bangalore came up with the campaign #WahiRivaazNayaAndaaz. Through a light-hearted banter between a mother and her loving son, the campaign talks about how one can still preserve the family tradition by just adapting to today’s scenario and investing in MMTC-PAMP’s 24K 999.9 purest digital gold. Digital Gold provides a unique opportunity for everyone to start investing in a safe commodity like gold, and doesn’t tie up your liquidity as you can sell that gold back anytime, or redeem it for 24 Karat gold coins and bars. MMTC PAMP’s Digital Gold is also easy to buy through multiple payment apps like PayTM, PhonePe and GPay, and also available with several financial advisory companies like Motilal Oswal, HDFC Securities and Aditya Birla Capital.

 With the nuances of the mother-son banter in the film reflecting nothing but love and care, MMTC-PAMP throws light on a whole new way of celebrating Akshaya Tritiya for their consumers from the safety of their homes. 

Anika Agarwal,President-Consumer Business at MMTC-PAMP India Private Limited explains, “Traditions and rituals are important as they bring us closer to our roots and help bind the family together. On Akshaya Tritiya, buying gold to pray for the family’s prosperity is one such ritual which a lot of families have not been able to complete this year due to the ongoing lockdown. MMTC PAMP has been offering 24 karat, 999.9 purest gold to Indian consumers for more than a decade. This year, in keeping with the times, we are offering the same purity and trust, albeit a bit differently through our digital gold offering."

“Gold and specifically purity of gold has always been dear to an Indian audience. Working with MMTC-PAMP on a purpose close to the company and to the consumers heart is a dream for us at AutumnGrey” said Anusha Shetty Chairperson and Group CEO at the Grey Group. Grey Group has two integral parts - Grey and AutumnGrey in India.

Reflecting upon the campaign Swati Balani, Executive Creative Director said, “Gold buying is at the heart of the festival of Akshaya Tritiya. With this campaign, we are urging people to follow those rituals from the safety of their homes. The emotional banter between the mother and son showcases the age-old gold buying tradition in a new light with MMTC-PAMP’s digital gold investment.”

Sandhya Gurung, Associate Vice President- AutumnGrey, added “In this new partnership with MMTC-PAMP, we are bringing our collective strategic and creative approach to add a fresh new perspective to the traditional gold investment! MMTC-PAMP’s contactless digital gold is giving our consumers a new way to invest in the 24K 999.9 purest gold.”

Creative Agency: AutumnGrey Bangalore 

Chairman & Group Chief Executive Officer: Anusha Shetty

MD & Chief Creative Officer: Sandipan Bhattacharyya

Associate Vice President: Sandhya Gurung

Executive Creative Director: Swati Balani

Sr. Creative Director: Nishant Sethi

Agency Team: Manasha Parmar, Tulika Kapur, Himali Kelvekar, Abhijit Mahida, Piyush Kumar

Producer: Dimple & Chandresh 

Director: Khyati Gosar