Platinum Guild International (PGI) India’s Men of Platinum has launched a campaign featuring cricketer Suryakumar Yadav.
This follows a campaign by the brand featuring cricketer KL Rahul last year.
Six digital films, a TVC, print ads and other content formats are part of the campaign.
Each of the digital films enunciates an attribute of ‘Men of Platinum’ through an instance in Yadav’s cricketing journey, narrated in his own words. The series is titled ‘A Minute with Men of Platinum X Suryakumar Yadav’ and the values the films speak of are self-belief, courage, resilience, compassion, endurance, and authenticity.
Yadav said, “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 personal style – the range of sleek, minimal, and contemporary designs appeal to my style sensibilities, allowing me to seamlessly integrate these pieces into my wardrobe.”
Sujala Martis, Director – Consumer Marketing, Platinum Guild International – India, said, “Capitalising 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 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 and tough to abide by. Perfectly embodying these traits, Suryakumar Yadav is the shining star of our campaign.”
The campaign will also have social and PR legs. The TVC is below.
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(This information is published from a press release.)
