Mumbai : Platinum Guild International (India) introduces EVARA Platinum Blessings the much awaited foray of platinum in the bridal jewellery segment in India. EVARA Platinum Blessings taps into the massive growth potential of the bridal jewellery market offering a dual gifting opportunity for the modern bride and the groom from the parents, in-laws or from the elders in the family, who wish to bless the couple.
Platinum Evara is a new brand identity for platinum in the bridal category. Built on platinum heritage and infused with cultural relevance integral to Indian weddings the name EVARA is rooted in Sanskrit and stands for blessings and carries with it the platinum promise of everlasting love. Emotionally high, the storyline of the new campaign showcases the coming together of a new family unit emphasising the significance of the ‘Platinum Bond’ that holds multiple strands of platinum together, symbolic of the coming together of two families to create a beautiful new relationship.
The EVARA Platinum Blessings campaign is conceptualised by Metal Communications, starring Amrita Puri and Smaran Sahu, and it emphasizes the message of Platinum Evara jewellery being a gift of everlasting love, uniting two families together with the bond of marriage. An interpretation of modern day values it showcases the subtle changes in the interpretation of this new relationship; that marriage for the parents of a bride now means the acceptance of a son into their family and not giving away a daughter. The entire thought is held together beautifully with music by Abhishek Arora and lyrics penned by Amitabh Bhattacharya.
Speaking on the conceptualisation of Evara Platinum Blessings Vaishali Banerjee, Country Manager India, Platinum Guild International says, “Platinum bridal is not about traditional wedding day jewellery. Platinum is about emotions and expressions of love and it was very important to stay true to platinum and form a differentiated position in the bridal jewellery segment, which is highly cluttered and traditional. So in a space that is so social and outward, with emphasis on display of wealth and status, platinum had to define a place that is personal, special and emotional. Hence the creation of EVARA Platinum Blessings, a space unique to platinum and most definitely in the wedding domain. And because blessings are always everlasting and all about love.”
She further added, “The concept of Platinum Evara will be promoted through a robust 360-degree campaign to connect to the target group across consumer touch points. This will be supported by a strong trade programme that will deliver a superior consumer experience in-store with dedicated branded Platinum Evara zones.”
Speaking on the campaign, Narayan Kumar, Director and Chief Creative Officer, Metal Communications says “Consumer research has shown that platinum can play a distinctive role in the bridal space as a ‘gift of love’ from parents to their daughter and son-in-law as a symbol of equivalence in their relationship and as a blessing of everlasting love. Keeping this core thought in mind we wanted to showcase that moment amidst the wedding celebrations when this new bond is realised and sealed with a gift of love and everlasting blessings for the new couple.”
The story line in the television commercial (TVC) highlights the parents of the bride, gifting the new couple to be, a gift of love, a loving gesture of acceptance with their everlasting blessings. Set in a pre-wedding occasion, the story starts with the mother and father of the bride springing a surprise on their daughter by calling her aside privately and gifting her a Platinum Evara set. They also gift the groom with a Platinum Evara chain that matches the girls set. In an Indian gesture of blessing, both mother and father raise their hands over the heads of the young couple and bless them whole-heartedly.
The TVC also showcases the coming together of likeminded parents of the bride and groom sealing a new relationship of their own, with the cherished hope of a lifetime of happiness for their children. Taken by surprise, the young couple elated with this happy event when the in-laws observe the gifts being presented as a blessing gesture. The mother of the bride recognises the arrival of the in-laws walks up to the mother-in-law and extends both her hands towards her – in a welcoming, inclusive gesture which is quickly reciprocated by her. Together they hold hands, look into each other’s eyes and break into a smile. The formalities broken down both parents together share this emotional gesture of friendship and intimacy with the couple; the mother-in-law is seen fixing the new platinum necklace on the bride, while mother is adjusting the groom’s chain.
The 45 sec television campaign will be aired across all TV reach markets in India to ensure high reach and frequency, on all national and regional channels and will be available in 6-7 regional languages across Regional and national GEC, Lifestyle, Movies, Infotainment and News channels, starting December 11, 2014.
The campaign will also be released across the print, outdoor and digital mediums