Platinum Guild India has launched its campaign for Platinum Love Bands, taking on modern love and emphasising it goes beyond the initial rush of emotions. The campaign celebrates a bond where individuality is embraced, where each one invests in the other’s dreams and there is a shared vision of the future.
The campaign has been conceptualised by 22feet Tribal Worldwide and the brand film has been directed by director Nitesh Tiwari, celebrating moments of transformation. A couple is still in the phase of understanding each other in an arranged set-up, when he sees a side of hers that is not perfect. When she tells him there is much more to her than just being perfect, he tells her this only deepens his affection for her, liberating her from the pressure to always be perfect.
This defining moment marks their Platinum Day of Love.
Nitesh Tiwari said, “It was a wonderful experience to work on such a refreshing thought that formed the underlying thread for the entire narrative. It is simple to love the perfect side of your partner, but the true test of love lies in effortlessly committing to the less appealing aspects of your partner. It was the unsaid lines that emerged as the true heroes leading the narrative towards the core thought and instantly building a connection with modern couples who resonate with the film’s overarching messaging. I am delighted to have had the opportunity to work with Platinum Love Bands and create a film instrumental in unveiling its new campaign.”
Sujala Marits, Director, Consumer Marketing, PGI India, said, “Relationships have evolved, becoming more individualistic than ever before, a sentiment echoed by the young women who make up our core audience. They seek partners who support them and let them flourish. This quest, however, has shifted the relationship landscape, with many modern depictions appearing transactional or even negotiated. While love has become hardwired, however, the dream of romance and magic still stays. We are platinum and wanted to approach this from the lens of a love that is truly rare, where the quest for acceptance of individuality didn’t mean the magic was lost. That’s what equal partnerships are based on. Finding a relationship based on shared dreams, strong support, mutual respect and acceptance in fact makes a love truly rare more so against the backdrop of arranged marriages. These are defining moments in a relationship that merit only platinum.”
“The pressure of perfection is very real. Especially in an arranged marriage, where every moment happens in front of the families, and you really don’t have the opportunity to be yourself until much later. We felt where folks always have to portray the best version of themselves, platinum stands for that rare love that lets people just be themselves,” said Vishnu Srivatsav, National Creative Director, 22feet Tribal Worldwide.
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