MUMBAI: When admiration meets access, Men of Platinum scores a six. The brand has launched Moment With Mahi, a once-in-a-lifetime opportunity for fans to meet cricket legend MS Dhoni. Platinum Guild International (PGI) India’s men’s jewellery brand takes its partnership with the iconic captain a step further, blending fandom, platinum, and unforgettable experiences into a single campaign.
Anchored in the MS Dhoni Signature Edition collection, launched last October, the initiative allows fans to own a piece of the legend while getting the chance to meet him in person. The campaign film opens with the roar of stadiums and young fans perfecting Dhoni’s helicopter shot on local grounds, weaving through murals, glowing high-rises, and match-winning moments on screens across the country. The narrative builds to an emotional climax: fans encountering their hero face-to-face.
PGI-India consumer marketing director Sujala Martis said, “Fans don’t just follow idols, they live their stories. With the MS Dhoni Signature Edition and Moment With Mahi, we’ve transformed admiration into access, offering a rare chance to meet the legend while celebrating the festive season.”
Famous Innovation executive creative director Tenzin Wangdi added, “Dhoni represents the rare values Men of Platinum stands for: composure, courage, and inner strength. This campaign turns long-distance admiration into an intimate, unforgettable experience for fans.”
The campaign debuts across digital platforms, television, print, outdoor, and retail points, ensuring Moment With Mahi becomes a cultural conversation online and offline. Crafted from 95 per cent pure platinum and etched with Dhoni’s signature, the collection not only celebrates cricketing excellence but also connects fans to the enduring legacy of a sporting icon.
This festive season, Men of Platinum proves that true rarity lies not just in precious metal, but in moments that last a lifetime.
MUMBAI: As IPL 2025 sets the stage for another thrilling season, Men of Platinum unveils Honourthe7, a heartfelt tribute to cricketing legend MS Dhoni. This fan-powered campaign invites supporters to express their admiration for Dhoni in a unique and deeply personal way through a seven-word tribute.
Building on the success of the Men of Platinum x Dhoni Signature Edition, the initiative transforms fan tributes into AI-generated video anthems, featuring the fan and their message an unforgettable digital keepsake to be shared across social media. The most compelling entries will win match tickets to select CSK games, offering a chance to witness Dhoni’s greatness live.
With IPL fever at its peak, Men of Platinum is amplifying the campaign across digital, social, and print platforms, celebrating Dhoni’s management, resilience, and composure values that mirror the strength of platinum itself.
To take the storytelling even further, the brand has partnered with Espn Cricinfo to launch an exclusive content series, Men of Platinum presents The Dhoni Legacy. Hosted by Raunaq Kapoor, the series features legendary cricketing voices including Anil Kumble, Tom Moody, Ambati Rayudu, Ian Bishop, and Sanjay Manjrekar who will share first-hand insights and personal anecdotes about Dhoni’s remarkable journey. Timed around key CSK match days, the series blends real-time match reflections with Dhoni’s defining moments, reinforcing his enduring legacy.
In addition to the Honourthe7 campaign and The Dhoni Legacy series, Men of Platinum is rolling out fan-focused activations, including memes, superfan integrations, and digital tributes, creating an emotionally charged brand moment that resonates with CSK supporters.
Platinum Guild International (PGI)-India consumer marketing director Sujala Martis shared, “The Dhoni Signature Edition is more than just a collection it’s a tribute to the values and legacy of a true icon. This IPL, as Dhoni takes the field once again, we are giving fans powerful new ways to express their admiration. Just like platinum, Dhoni’s legacy is rare and enduring and this campaign honours that spirit.”
Famous Innovations group creative director Tenzin Wangdi added, “Honourthe7 is a collective tribute, written by those who have watched, cheered, and been inspired by a legend.”
Wavemaker chief client officer Shekhar Banerjee stated, “We have transformed fan tributes into timeless digital legacies, ensuring Dhoni’s enduring influence and the Men of Platinum philosophy shine brighter than ever.”
Mumbai: Platinum Guild International (PGI) India’s men of platinum introduces a new chapter of their extraordinary narrative. Capturing the essence of a true man of character, the brand welcomes leading cricketer “SKY” – Suryakumar Yadav into their fold. Selected as the face of their latest campaign, Suryakumar’s journey mirrors the enduring rare qualities that platinum stands for.
Six captivating digital films, a television rendition, print & other content formats work together to weave parallel narratives of Suryakumar’s journey and the rare, values that Men of Platinum represent. The campaign thought is brought alive via an immersive journey into the life of this extraordinary cricketing talent through an engaging series titled “A Minute with Men of Platinum X Suryakumar Yadav”. This unique six-part mini-series pulls back the curtain on his life, tracing the threads of his journey and aligning them with the core values that Men of Platinum symbolises.
Suryakumar Yadav shared his thoughts on being a part of the new Men of Platinum campaign, as he stated, “I am excited to come on board and be a part of this season’s campaign for the new collection. Platinum is a metal that always endures and never fades, thus making it truly rare. I have always strongly believed in values like self-belief, endurance, courage, resilience, and compassion that Men of Platinum stands for. These values have guided me throughout my professional and personal life. Platinum jewellery also resonates with my style – the range of sleek, minimal, and contemporary designs appeal to my style sensibilities, allowing me to seamlessly integrate these pieces into my wardrobe.”
Every film in this series serves as a chapter, painting a vibrant picture of Suryakumar’s evolution, from his roots in Mumbai’s bustling streets to his shining triumphs on the international cricketing stage. With each unfolding chapter, the parallels between Suryakumar’s unyielding spirit and the unique attributes of platinum become more evident. They highlight his steadfast adherence to the core values of a true Man of Platinum: self-belief, courage, resilience, compassion, endurance, and authenticity.
“A Minute with Men of Platinum X Suryakumar Yadav” unfolds in a succession of powerful mini-episodes, each highlighting a unique facet. Each episode spends a minute on a moment that showcases character traits that make one a Man of Platinum. It kicks off with an inspiring episode, ‘A Minute on Self-Belief’, a testament to Suryakumar’s triumphant debut. The next episode, ‘A Minute on Courage’, revisits a time when he faced a severe injury yet stood strong. The third episode, ‘A Minute on Resilience’, pays tribute to Suryakumar’s indefatigable spirit. Against all odds, ‘SKY’, as he is fondly called, stood tall through all the challenges that came his way, ultimately securing a coveted spot on the Indian team. The episode draws parallels with the resilient nature of platinum, which makes it truly rare & SKY. ‘A Minute on Compassion’ shares a poignant moment from Suryakumar’s early days with the cricketing legend, the master blaster. ‘A Minute on Endurance’, dwells on a value both Suryakumar and Platinum shared, the ability to endure. The series concludes with ‘A Minute on Staying True,’ Just like platinum remains true to its form over time, Suryakumar, too, has stayed authentic to his game and himself, cementing his place not just in cricket, but in the hearts of millions.
Along with this, is content that revolves around a Platinum style statement & what it means.
Platinum Guild International – India director of consumer marketing Sujala Martis, said, “Capitalizing on the upcoming cricket season and the festive spirit, we’ve launched a new campaign for Men of Platinum with cricket star Suryakumar Yadav. Our goal is to blend the thrill of cricket and the values of the brand, emphasising the rare traits that define real men of character and precious platinum. Today platinum jewellery is seen as a modern success symbol, representing men with success stories that stand on values that are rare & tough to abide by. Perfectly embodying these traits, Suryakumar Yadav is the shining star of our campaign.”
Released right in time for the cricket and festive season, the Men of Platinum campaign with Suryakumar Yadav will also be supported by a robust outreach across Television, Print, Digital, Social and PR. The new Men of Platinum collection is available across leading jewellery retail stores in India.
MUMBAI: The need for a new definition of masculinity has never been felt more before. In the wake of various narratives through time ranging from archetypes of the alpha male, the provider, the strong & silent one, the ideal husband, the ideal son to the more recent narratives of the smooth achiever, toxic masculinity, gender equalization – it’s clear that today’s mainstream perception of masculinity stands a bit confused. The new world itself has brought about triggers of change that have enhanced the need to redefine what it means to be a man. Democratization, access to opportunity & finance has diminished the power, status & authority material wealth bestows, what used to set men apart & elevate them no longer does to that extent. The growing need for gender equality in society & diversity at the workplace has only added to this loss of power because a gender that identified itself with providing & responsibility no longer holds the solo mandate on it. Start-up culture has then worked at adding pressure – success now seems like it should be more within reach.
And so it’s quite imaginable that men ask what being a man today involve, what should men hold close? What are the values that call men out? What sets him apart?
Platinum Guild International – India lends a powerful and a much-desired narrative to masculinity as they foray into a new category – Platinum Jewellery for Men. A category that has shown immense potential & yet seems underleveraged promises to be next game changer for Platinum. Launched as “Men of Platinum”, the campaign brings to light the emergence of a new breed of men, men of character. These are men whose values define them & mark of their character. They seek a greater purpose, they look for stature & not just status, meaning & not just material wealth. They don’t expect a life of privileges handed over – rather they build their own path with their values intact. They have the courage to pursue their dreams and bounce back if defeated, the ability to stand their ground & never retreat, the temperament to remain calm in the face adversity, they follow their belief system no matter the outcome. Their curiosity to learn and humility to carry people along & even get others to rally around them is remarkable. They are a source of inspiration – the men that most men aspire to be. These men have found platinum within, they are rare men of character.
Conceptualized and developed by Famous Innovations, the campaign was launched on the 18th of September, with interesting pre-buzz content on digital. Two social experiments marked the beginning of the campaign that aimed at testing a man’s character – his values & prove exactly how rare men with extraordinary values are – especially in adverse situations & more so when the stakes increase.
The campaign also consists of two brand TVCs with compelling narratives, demonstrating men who stand differentiated only on account of their values. The first film features Karan, a new father who rightfully asks for 3 months paternity leave. Much to the boss’s surprise, in his traditional mind men are the primary breadwinners and women are the primary caregivers. But Karan has a different belief system & the courage to stand up for it no matter what the odds. In the end its this belief system & the courage to stay true to it that wins him admiration of his boss.
The second film opens to a cover shoot of “Mr. Kumar” who is selected as the “Entrepreneur of the Year”. One sees his humility shine through, when he invites a bunch of people who shouldered the start-up risk with him to be part of this picture, fully acknowledging their role & the importance of carrying them along on this journey. What’s more endearing is him including his service staff too. It’s his belief in sharing the limelight in the most humble manner that earns him the respect of the photographer on the job.
The print campaign too celebrates these exemplary values with compelling narratives that highlights what it takes to be a man of platinum.
Through this campaign, PGI India brings to life examples of this new archetype – a man who holds these rare values dear & lives by them. The man today understands how inadequate his journey will be without values like perseverance, courage, humility, curiosity, authenticity or even the commitment to give back. He hence stands by them even though they are hard to abide by
Platinum is the perfect fit for men like these. It is a metal that is rare to find, found in select locations in the world & requiring a mastery of skill to turn into jewellery – again something only a select few are capable of. It displays many rare qualities like natural whiteness, a high density, a high resistance to corrosion, purity at 95%. Men perceive platinum to be a metal is a differentiated, a marker of success & style. Rare platinum is symbolic of the rare values that sets some men apart from the others.
Elaborating on why the man today chooses platinum, Sujala Martis, Director – Consumer Marketing, Platinum Guild International – India says – “Platinum is as rare as the values that define men of character, which is why we call them men of platinum. Today’s man aspires to lead a life of personal greatness, beyond the status defined by wealth alone. Look at the success narratives around us – they display an extraordinary set of values. The man today wants to be appreciated for these values and that’s the legacy he wants to leave. Platinum is the preferred metal of choice for this rare breed of men”.
Raj Kamble, CCO, Famous Innovations
Men of Platinum, if anything, is a tribute to men who define themselves and their actions by values and a strict moral code. The idea is not just to define the man, but really talk about the virtues that make him so special. So the task was to create some really fresh stories about men who would justify these values and connect well with people
Hayden Scott, Group Creative Director, Famous Innovations
The idea for the campaign really stemmed from the need to redefine the conventional masculine ideal. Moving forward from the general alpha male version of masculinity seen in pop culture, Men of Platinum aims to give a voice to that rare set of men who live their lives by an even rarer set of value
The stirring new integrated advertising and marketing campaign is currently live to promote the all new range of Platinum jewellery for men. The campaign is a 360 degree program led by two TVCs, and supported by a robust communication plan that includes TV, Cinema, Print, Digital, OOH and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and recognition for the new category.
Availability: Leading retailers have a platinum counter at their stores. Please visit – www.preciousplatinum.in to get additional information on designs and locate a platinum authorised retailer near you.
Purity Assurance Program:
In order to assure consumers of the purity of platinum jewellery, Platinum Guild India Pvt. Ltd. Has appointed Trust Ever Assurance Services LLP to audit and monitor its Quality Assurance Scheme. Under this scheme, all authentic platinum jewellery in India comes with a Quality Assurance Card and bears the purity mark of “Pt 950” stamped inside the piece. This also serves as an assurance of a ‘buy back’ programme.
