PGI India launches ‘Men of Platinum’ campaign for its platinum jewellery range
The campaign is a 360-degree programme led by two TVCs, and supported by a communication plan that includes TV, Cinema, Print, Digital and OOH
Platinum Guild International – India has forayed into a new category – platinum jewellery for men. The brand has launched a campaign to promote the range.
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 of 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.
Conceptualised 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. LLLLLLLLLLLLLLLLLLL
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
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, adds, “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, says, “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 programme 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.
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