Mumbai: Platinum Guild International’s flagship men’s jewellery brand, Men of Platinum, has unveiled a unique fan-engagement campaign titled #MomentWithMahi, offering cricket enthusiasts a once-in-a-lifetime opportunity to meet India’s most celebrated sporting icon — MS Dhoni.
Building on the success of the MS Dhoni Signature Edition Collection launched in October 2024, this initiative is designed to strengthen the brand’s emotional connect with its audience by transforming admiration into a real-world experience. The campaign allows fans to own a piece of Dhoni’s legacy through a jewellery collection crafted from rare platinum, and now, also earn the chance to meet him in person.
The campaign is anchored by a high-impact brand film that blends iconic visual storytelling with emotive fan experiences, showcasing the deep cultural resonance of Dhoni’s persona. From stadium chants to street murals, the film traces the journey of fans who have idolized Dhoni from afar and culminates in a cinematic moment that brings them face-to-face with their hero.
A Celebration of Rare Values and Timeless Fandom
Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI)-India, shared the intent behind the campaign, saying, “Admiration for icons in our culture is far from passive; it is emotional, aspirational, and often all-consuming. Fans don’t just follow celebrities—they quote them, emulate them, live them. Behind all that devotion lies a simple, universal dream: one chance to see them in person.
Through the MS Dhoni Signature Edition, we’ve offered fans a piece of that emotion, cast in a metal as rare as platinum. #MomentWithMahi is our way of honouring the fans’ deep devotion, by turning admiration into access—offering a rare chance to meet the legend they’ve always stood behind. The initiative also comes at the festive season which is critical for our category.”
Tenzin Wangdi, Executive Creative Director, Famous Innovations, added, “MS Dhoni embodies the rare values that Men of Platinum stands for — inner strength, composure, and the courage to stay true to himself. With #MomentWithMahi, we wanted to translate this into a fan journey: from always seeing him at a distance, to being rewarded with the rarest gift of all — an intimate, unforgettable moment with their hero.”
Multi-Channel Rollout with Festival-Driven Momentum
The campaign is set to be amplified across multiple platforms, including digital, television, social media, print, outdoor, and in-store retail activations. The storytelling is further enhanced through fan-led content, influencer collaborations, and strategic integrations, aiming to make #MomentWithMahi a standout cultural moment during the festive season.
At the heart of the campaign lies the MS Dhoni Signature Edition Collection, a line of finely crafted jewellery made with 95% pure platinum, each piece etched with Dhoni’s signature. Available at leading retail outlets, the collection represents not just refined craftsmanship but also a symbolic connection to the values and legacy of a true icon.
As cricket fever builds in the country, Men of Platinum leverages this campaign to deepen its relationship with fans and celebrate the inner qualities that define greatness — resilience, humility, and authenticity — values exemplified by both platinum and MS Dhoni.
