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.
With evolving times, couple’s relationships and their expectations from love are also seeing a change. Modern relationships born out of this change now demand a better understanding of each other, respect for what each person brings to the dynamic, and a sense of individuality that doesn’t stop them from coming together. This ability to be oneself while being together is highly sought after and aspirational for young couples, but it isn’t easy to achieve. In fact, it’s rare.
Platinum Days of Love celebrates this very kind of modern love, one that is progressive, equal and rare, and their new collection is a reflection of this ethos.
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 symbolize rare love.
Commenting on the campaign, Pravin Sutar, Executive Creative Director, Dentsu Webchutney 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.”
Aalap Desai, Senior Creative Director, Dentsu Webchutney 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.”
Sujala Martis, Director Consumer Marketing, Platinum Guild International 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 November 23rd till December 23rd.
Film Links:
The Un-Friendly-
The Cat Lover-
The Baby Conundrum-
The Biryani War-
The Hoarder-
