With the festive season around the corner, this collaboration between MMTC-PAMP and Sonakshi Sinha is more than a celebrity endorsement, it’s an alignment of brand values, highlighting the golden opportunity for Indian consumers to invest and purchase the purest gold and silver from the refiner as a safe-haven asset.

Welcoming this partnership and speaking about the ‘Sona Sahi Hai’ campaign, Mr Samit Guha, Managing Director and CEO, MMTC-PAMP said, “We are thrilled to welcome Sonakshi Sinha to MMTC-PAMP as our brand ambassador. Her authentic connection with audiences mirrors our commitment to delivering genuine and purest precious metals to Indian consumers. Our latest campaign represents a vision to democratise gold investment, making it accessible, transparent, convenient and relevant for every Indian household by educating them about gold’s proven track record as a safe-haven asset. Furthermore, the campaign aims to transform how Indians perceive and interact with precious metals, positioning gold not just as tradition, but as a smart, modern investment choice.”

The multi-faceted campaign showcases MMTC-PAMP’s signature products including the ‘Sone ki Chidiya’ gold bar, Lotus gold bar and Banyan Tree silver bar, emphasising their 999.9+ purity and finest Swiss craftsmanship. The creative narrative positions gold as a smart investment strategy that outperforms traditional investments, while highlighting its emotional value in Indian families for gifting and legacy building.

Link to the TVC: https://www.youtube.com/watch?v=Rlw-KxxrzP0

Link to the TVC (Instagram): https://www.instagram.com/reel/DPO2dfmAkD_/?hl=en

Speaking about the campaign, Mr Kashish Vasishta, Deputy General Manager – Marketing & Ecommerce said, “Ms Sonakshi Sinha is a well-known and recognised actress. Her presence for our ‘Sona Sahi Hai’ campaign showcases MMTC-PAMP’s innovative solutions, from digital gold to customisable physical products, catering to the diverse taste and aspiration of our clientele. With our finest Swiss craftsmanship standards, LBMA certification, and deep understanding of Indian consumer preferences, we are uniquely positioned to bridge the gap between heritage and innovation. This campaign will help us reach new audiences while reinforcing our promise of purity, trust, and convenience that has made MMTC-PAMP India’s most trusted precious metals brand.” 

The ’Sona Sahi Hai’ campaign will highlight MMTC-PAMP’s purest gold and silver products as well as its service offerings such as investment offer of 24K 999.9+ Purest Digital Gold which is kept in secured and insured bank grade vaults. This digital gold can be redeemed for 24K 999.9+ purest gold bars and coins of the same value. Additionally, customers and investors can purchase physical gold products via MMTC-PAMP’s website or app, which will be delivered right at the doorstep, making it an ideal and convenient choice for personal and corporate gifting such as for wedding, celebrating festive occasion and creating purest bonds with the purest gold products.

Every product created by MMTC-PAMP goes through a rigorous purification process to ensure 99.99%+ (999.9+) the purity of the metal. To validate the authenticity, every MMTC-PAMP product carries a unique number and comes packaged in Assayer Certified Minted Cards. Each gold and silver product bought from MMTC-PAMP offers positive weight tolerance, which guarantees that every coin or bar one buys weighs more than the listed weight, ensuring customers receive the highest value for their investment. MMTC-PAMP products are available at their exclusive stores, leading jeweller partners, online marketplaces such as Amazon and Flipkart, from its app available on Google Play and App Store, or directly from MMTC-PAMP’s official website, https://www.mmtcpamp.com/shop.

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According to a report on Boxofficeindia.com, the film registered a growth of 30% and collected around Rs 29 crore on Sunday. The opening weekend collection now stands at around Rs 78 crore. However, the collections of Dabangg 3 continue to be low in the Delhi-Uttar Pradesh circuit.

Film trade analyst Taran Adarsh said on Saturday that the film was reduced in length from the second day onwards. He tweeted, “#Xclusiv: #Dabangg3 trimmed on Day 2… 9 minutes, 40 seconds portions reduced from the run time.” The film was criticised for being too long with a duration of over two hours. It reportedly has too many songs and was criticised majorly because it served as a hindrance in the narrative.

Sharing the collections of the first two days of the film, he wrote, “#Dabangg3 stays in the same range on Day 2… Few circuits up, few down… Protests hit biz hard… Loses approx Rs 7.5 cr to Rs 9 cr in 2 days… Biz should see a turnaround on Day 3 [Sun]… Fri 24.50 cr, Sat 24.75 cr. Total: Rs 49.25 cr. India biz. Note: All versions.”

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The unrest in the country due to the various protests against the Citizenship Amendment Act and the National Register of Citizens coupled with Section 144 imposed in various state, has reportedly lead to an estimated 15-20% loss of business. Had the conditions in the state been more favourable, the early estimates report claims that the film could have looked at an opening of over 30 crore nett.

Despite the numbers on the first day, trade experts predict good growth over the weekend and are optimistic about a good run at the box office.

The film has also had a multi-lingual release in Tamil, Telugu and Kannada, but the collections could be limited but could aid in pushing the film to a 25 crore nett collection on the first day.

‘Dabangg 3’ has managed to grab the fourth spot in the list of top advance bookings at the box office. With Rs 11.50 crore from advance booking, Salman’s cop actioner is right behind Hrithik Roshan‘s ‘War’ (Rs 31.36 crore), Akshay Kumar‘s ‘Mission Mangal’ (Rs 15.19 crore) and his own earlier release ‘Bharat’ which collected Rs 23.47 crore.

If the estimated numbers hold true, then ‘Dabangg 3’ will become the second-best non-holiday opener of the year after the Prabhas and Shraddha Kapoor starrer ‘Saaho‘ which had collected Rs 25.82 crore with Rs 8.27 crore coming from advance bookings.

Meanwhile, ‘Dabangg 3’ has received a lot of love from all the quarters for its songs, trailer and promo clips. Sonakshi Sinha and Arbaaz Khan will be reprising their roles as Rajjo and Makkhanchand Pandey while south star Kiccha Sudeep will be seen as the antagonist in the film. Debutant, Saiee Manjrekar will be essaying the role of Khushi, Salman’s love interest in the prequel.

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Abhinav Kashyap directorial Dabangg released in 2010.  While the second installment of the franchise was helmed by Arbaaz Khan, Prabhudheva has taken on the mantle of director for the third part.

Talking about joining the cast of Dabangg 3, Sudeep told, “The feeling of having worked with Salman and Prabhu sir is greater than anything for me. Salman is one of the biggest names in the entertainment industry today. These are not things that I expected to happen. So, when the film happened to me, I accepted it wholeheartedly and enjoyed it thoroughly. I lived every moment. I didn’t come here with any kind of expectation, but I have carried back home a lot of memories and good moments. It is great that I can now say these are the people I have worked with, and I have been part of such a big franchise. It has been a great opportunity for me.”

Trade analyst Girish Johar predicted the opening day collection of Dabangg 3. He told us, “It is an established franchise, and people always look forward to it. The makers have already started working on Dabangg 4 which shows their confidence. I peg the film at around Rs 27-30 crore and depending upon how the audience find the film, numbers will change by the evening shows. If it is accepted well, it will have a healthy weekend.”

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On Wednesday, Salman took to social media to share a new video with Sudeep. In the promo video, the actors are seen in a fierce fight as they charge upon each other with a number of fighting tools. Sharing the video, Salman wrote, “Bali Singh jaise villain se bhidne ka alag hi mazaa hai, takkar is baar zabardast hogi! #BeingChulbul”

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Sharing the song, Salman wrote: “Humaare dil se ye tohfaa aap sab ke liye! Jao, or dekho ki #MunnaBadnaamHua , par kaise!” The song is a typical foot-tapping number with Salman in his elements. Salman can be see doing some challenging steps. In Munna Badnaam Hua, there is even a dance-off between him and ace dancer-turned-filmmaker Prabhudeva.

Prabhudheva has created exuberant careers for himself in the Tamil and Hindi industries, and has a variety of talent to help him. Part of his success can be credited to his longstanding professional relationship with Salman Khan, whom he is directing in Dabangg 3.

And for the film, the director-actor-dancer will put back his dancing shoes, specifically for the song Munna Badnaam Hua.  Expressing his surprise over being an ‘item boy’, he says, “I did not know that I will be getting this title of ‘item boy’ until the end. But it feels great being item boy number two to Salman sir’s item boy number one.”

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The film has not only turned out to be Akshay Kumar’s biggest opener so far. It has also become Khiladi Kumar’s second-fastest film to cross the Rs 150-crore mark, after Shankar’s 2.0. Such has been the craze around Mission Mangal that the film is continuing its winning streak with each passing day.

After making Rs 168.48 crore in 12 days, Mission Mangal did decent business on Tuesday too. According to early estimates, Mission Mangal earned Rs 2 crore (approx), thus taking the 13-day collection to Rs 170.48 crore (approx).

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If early estimates are anything to go by, Mission Mangal raked in around Rs 7 crore on Wednesday, taking its total collection so far to Rs 121.39 crore.

Mission Mangal, which also features Sonakshi Sinha, Vidya Balan, Taapsee Pannu, Sharman Joshi, Kirti Kulhari and Nithya Menen in pivotal roles, benefitted a lot from an Independence Day release. Incidentally, Nikkhil Advani’s Batla House, starring John Abraham, also hit the theatres on the same day but the former has raced ahead.

Earlier, at the trailer launch of Mission Mangal, Akshay had said that it was one of the best films in his career spanning almost three decades. “Mujhe nahi pata hai yeh film hit hogi ya nahi hogi. Lekin itna zaroor jaanta hoon ki we will always be proud of this film. And I’m very, very, very proud of it. Main kareeban 150 filmein kar chuka hoon and but this is one of the best films I have done,” he said.

Meanwhile, the rest of the cast is thrilled with the success of Mission Mangal. Sonakshi took to Twitter to write, “Mission Mangal has entered the 100 cr club, and Chandrayaan 2 has entered the lunar orbit… DUNIYA SE BOLO COPY THAAAAAT!!!!!”

Taapsee also expressed her excitement in an interview with an entertainment website. “It’s a really good sign that people have been so receptive of a film that not only has big names attached to it but also has good content. We have always been seeing thunderous openings for movies that only had pure commercial masala elements but this is like a big step towards the direction where films that are heavy on content are also making a big opening,” she said.

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Released on Independence Day, Mission Mangal got a fabulous opening (Rs 29.16 crore). So much so that the film emerged as Akshay’s biggest opener so far. And the consecutive days numbers were no less. Mission Mangal made Rs 17.28 crore on its second day and Rs 23.58 crore on its third day, thus taking the three day collection to Rs 70.02 crore.

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