Fresh from balancing a packed slate of film projects across languages, Sonu Sood was in Chandigarh on Jattvibeday, where the conversation extended beyond cinema to the values that shape his journey. While the actor continues to expand his on-screen presence, he said the principles that guide his work off-screen also influence the professional associations he chooses.Putting his name behind a brand is not just a business decision. It is a value check. The actor and philanthropist who inaugurated the relaunched Malabar Gold & Diamonds showroom at Old Mehfil Building, Sector 17C, Chandigarh, said his association with the jewellery brand stems from a single, non-negotiable criterion: does the brand give back?It is a rare thing for a celebrity endorsement to be anchored in social responsibility. Sood’s post-pandemic humanitarian work, from arranging migrant workers’ transport home during the 2020 lockdown to funding students’ education and medical aid, has built him a reputation that extends well beyond cinema.”We get associated with lots of brands, but there are very few who actually believe in charity and giving back to the society,” Sood said at the event. ” Malabar believes in giving back by sharing a part of its profits with society. That is the common thread between us, and the strongest bond that we share.”He also recalled a conversation from a previous meeting that shaped how he sees the partnership. “When we first met in Guwahati, the focus was on how we could work together for the causes we both believe in. That’s the foundation of our journey.”For Sood, journey is also a homecoming. Born in Moga, Punjab, he did not let the occasion pass without acknowledging it. “This is the place I have grown up. I really feel proud that I am today here with such a beautiful family,” he said, referring to Chandigarh and the broader Punjab region.That spirit carried over into celebration itself. Sood took to the floor for a dance performance, much to the delight of the crowd gathered at the showroom, who cheered him on enthusiastically.For Sood, whether on screen or off it, purpose remains the measure of every journey he chooses to be part of.