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: Love deserves an expression. But do phrases like “falling for you”, “blinded by love”, “head over heels”, “madly in love” hold true today? Are they relevant? Is that what we want love to feel like in a modern world that aspires for equality, empowerment and respect for individuality? A state where one loses one’s sense of rational thinking is dizzy and confused seems like sharp contrast. While love is meant to be great high, one that uplifts you then must its expressions all somehow pull you down?
Dinner dates at expensive restaurants, over the top romantic gestures – sure sound nice in a film, but don’t they tend to preoccupy your thoughts, misdirect your efforts /expectations and create a shift in focus. Instead of thinking of how to make this relationship more real for today, a more meaningful partnership, don’t they serve to lead you into believing something else?
This month of love – “LOVE” itself comes alive and questions the relevance of these expressions and gestures.
Platinum Days of Love brings alive a unique four week digital and social campaign personifying love and infusing new and refreshed meaning into expressions and gestures around Valentine’s Day. Reimagining love to mean a relationship that makes two people greater together. In the days leading up to Valentine’s Day, each day LOVE will write an open letter that questions outdated expressions, frivolous gestures, rituals and days offering its modern perspective on relationships, urging couples to embrace acts and gestures that are more meaningful.
And that’s not all – One of the most interesting features that Platinum Days of Love adds to this campaign is the “Love Bot”. The Love Bot works in the form of a voice-based ‘google assistant’, suggesting meaningful ways to celebrate Valentine’s day – including the best way to express your love to your partner, to surprise your loved one and also to buy him or her the perfect Valentine’s Day gift!
The entire campaign is supported by PDOL’s acclaimed #GreaterTogether digital film that celebrates couples who can come together to build an even more formidable force where differences add perspective and similarities are built on to make one stronger.
“It’s time we replace and reimagine the vocabulary around love and relationships from one that rejects and undermines the potential of an individual, cues compromise and sacrifice to one that demonstrates how two individuals can come together to build something greater. Can go from strength to strength. Falling, blinded, taking the plunge all land up seeming like one has been severely compromised. Couples today aspire for a love that empowers and uplifts – where together builds a greater partnership at every level. Where gestures don’t leave you skeptical because they are so over the top but rather reassured- said Platinum Guild International India consumer marketing director Sujala Martis.
“Reimagining love is a natural fit for today’s couples. They have stopped believing in archaic definitions of love and believe in love that empowers them. With this campaign, this Valentine’s Day we want couples to look beyond over the top, frivolous ways to celebrate; and take a more meaningful approach. The idea was to not make this a preachy campaign and hence the conversation is led by Love. Love that’s meaningful and the one that makes you greater together” – said DentsuWebchutney client services Harsh Shah
Known for meaningful designs crafted in rare platinum – apt for when a relationship too mirrors rare qualities. PDOL has curated a collection of six exquisite Platinum Love Bands in its “Greater Together” collection. The designs of each pair stands for a unique promise that enables couples to be #GreaterTogether. The collection will be available to purchase across leading jewellery retail stores in India from the 25 of January until 15 February.
The campaign is live across digital platform from the 25 of January until 15 February.
MUMBAI: Beyond her choice of couture, and wedding planning, the bride of today has come a long way in defining and knowing what she expects from her marriage. Armed with an education, a career and the empowering independence it brings, her choices and decisions are her own. She values traditions, rituals & set practices but has the ability to question and not blindly follow them. She seeks an equal partnership from her spouse-to-be and expects supportive in-laws – a true extension of her own family & support system.
Earlier this year, Platinum Guild International (PGI) – India in its campaign “MyFirstEvara” celebrated this new-age bride’s “rare firsts” – her new beginnings as she moves into a new phase of her life, tuning herself to a new atmosphere, fostering newer relationships, embarking on a fresh journey and adapting to multiple roles. Her “rare” first moments & interactions charged with emotional meaning, occupy a special place in her heart. They form the founding blocks of her life’s new journey & are hence embedded in her memory forever. This season Platinum Evara celebrates another chapter in that course. The bride of today looks at her ‘first moments’ in her own way – being true to herself, her values & beliefs. She faces many societal challenges & expectations but she confidently negotiates them while expressing what truly matters to her. Without dismissing existing norms or rebelling without a cause – she stands assertive, optimistic & yet carries people along.
One instance of a bride’s journey has been captured in a beautiful new film bringing alive this season’s #MyFirstEvara. The film opens with a scene where a mother-in-law is checking out a new house. This is the house that the daughter in law wants to move into to start her own journey. It captures the emotions that come along with a decision that has clearly not been easy on her – but one that she believes in & must follow. She stands up to her decision & is delightfully surprised when her mother-in-law reassures her that it is indeed the right one to make. The mother in law in fact backs her by telling her that “young couples need their space”. She helps her tide over her apprehensions comforting her & saying physical distance can never come in the way of a real connection! This special moment between them is marked with something rare – a piece of Platinum Evara.
It marks the launch of a new collection from Platinum Evara inspired by Nature – a true tribute to the bride of today. Like the forms in nature, dynamically evolve, renew, transform and yet coexist with other life forms – leaving their mark, so does the bride of today. She breaks away from typical stereotypes and blossoms in her life after her wedding. This design theme hence mirrors her life stage.
Speaking on the campaign, PGI director, consumer marketing Sujala Martis said, “The bride of today is no longer hesitant, nervous & full of self-doubt. She values her roots but always seeks newer possibilities of progressive change. She faces societally imposed norms yet, confidently negotiates them while expressing what truly matters to her. Our new collection inspired by nature is a tribute to her and this very outlook of hers”.
“Modern women don't go by the stereotypes of a daughter-in-law and her relationship with her in-laws. It's a change that's the need of the hour and these brides of today aren't afraid to change societal norms. This campaign pays tribute to the women who have the rare qualities to go against the stream with nature-inspired platinum jewellery, marking these major milestones in her newlywed life,” said Dentsu Webchutney ECD Aalap Desai.
The endearing new integrated digital and marketing campaign is currently live to promote the all-new range of Platinum Evara jewellery. The campaign is a 360-degree program led by a digital film and supported by a robust communication plan that includes Print, Digital, OOH and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and visibility for the new collection.
MUMBAI: To mark Women’s day, Platinum Evara has unveiled a new digital campaign ‘#RedefiningRituals’ to celebrate the invincible spirit of the woman who with her rare choices is altering the narrative of cultural norms and practices, making it a better world for her present and the future generations.
The campaign is supported by a short film, conceptualised by Dentsu Webchutney, which endearingly captures the sentiment of a young bride to be, who firmly believes that a ritual like “Kanyadaan” can never dictate her relationship with her father, she cannot be given away and donated. She indeed questions the relevance of a Kanyadaan in a world where regressive rituals have no space & redefine it in the context of an equivalent role – she will always be their child first – her father’s daughter first.
In a first of its kind initiative, Platinum Evara will host a digital wedding on its social media handles on 8 March, which promises to alter and widen the lens through which traditional rituals are seen. The wedding will highlight how these rituals can be given newer meanings suited to the more equal, progressive and modern world of today.
Platinum Guild International director, consumer marketing Sujala Martis commented on the campaign, “Think there exists a lot of dichotomy in our society today – while on one hand, we want to say the bride to be should be brave, treated equal, respected – we unintentionally very often send missed signals – can her identity be subsumed? Can her closest relationships be dictated? Can a parental debt be paid back? Is a marriage marker meant for one gender alone? How can any weddings rituals determine any of this? We want to celebrate the women who have made rare choices & sent out a strong signal into the world by choosing to not follow or reinterpret them.”
Dentsu Webchutney executive creative director Pravin Sutar said, “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be a part of. There are a few who are redefining their wedding rituals. Wedding rituals, which might bring some more sensible new thinking in society. This campaign celebrates these rare women.”
The #RedefiningRituals campaign will be extensively amplified on social media and digital mediums. The film of the campaign will be showcased on Platinum’s social media handles @platinumevara on Instagram and @PlatinumEvara on Facebook.
MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.
The agency elaborates the campaign as the celebration and reflection of the modern love, which is progressive, equal, and rare.
This kind of rare love, brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the 30 films of togetherness demonstrate how those who have a rare connection don’t see differences as something that come in the way of love, they look at it positively. They know that despite the differences, what they share is rare.
To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolise rare love.
Commenting on the campaign, Dentsu Webchutney executive creative director Pravin Sutar said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique.
Dentsu Webchutney creative director Aalap Desai added, “Each pair of rings from the collection has a unique design story that that marks the rare bond between a couple. Our 30 days of togetherness is a perfect reflection of this very love.”
Platinum Guild International director consumer marketing Sujala Martis said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths & creating a value system that is aspirational, progressive & yet differentiated is what we aim for. Love needs to be based on true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practise however is hard & rare to find. A rare love like that deserves an equally rare metal Platinum.”
This campaign will also give couples an exciting opportunity to win a special dining experience or wedding photoshoot on purchase of platinum in-store.
The series of 30 videos is being released daily, starting from 23 November till 23 December.
