PGI gives couples a chance to have an #AdvanceApology for pet peeves

View the work conceptualised by 22feet Tribal Worldwide here

Jul 07, 2022 08:18:00 AM | Article | Campaign India Team

Platinum Guild International has rolled out a digital and influencer marketing campaign to highlight its love bands offering. 


Conceptualised by 22feet Tribal Worldwide, the campaign aims to engage and connect with audiences through witty and relatable instances couples face. 


The digital campaign has been rolled out to coincide with World Forgiveness Day (7 July). Its creatives showcase how a pair of rings can become a way to apologise for specific and annoying things that couples are privy to and would continue doing in the future. 


The campaign’s messaging has been further amplified by a series of reels created with influencer couples in collaboration with CurlyTales.



Sujala Martis, director - consumer marketing, Platinum Guild International – India, said, “Although jewellery brands generally target larger occasions, we didn't want to overlook smaller topical occasions like Forgiveness Day. Even though it isn’t a conventional purchase occasion it is a great opportunity to engage with our audience and do something different – this idea seemed to fit right in. The instances come from everyday insights in a relationship and are very much a part of the modern-day discourse on love.”


Ishan Mehta, executive creative director, 22feet Tribal Worldwide, said, "Relationship pet peeves can be endearing too. So as a brand that represents relationships in a modern and contemporary manner, we thought this was a great opportunity to showcase how platinum is a marker of a love that is rare – one that accepts a person as she/he is – annoying traits and quirks included!”




Client: Platinum Guild International – India 

Brand team: Sujala Martis, Anushree Venkatesh, Shaili Arjani and Shinjini Saha

Agency: 22feet Tribal Worldwide 

Creative: Vishnu Srivatsav, Ishan Mehta, Nishith Sidana, Ashita Vora, Jaskaran Johar, Shruti Parulekar, Gaurangi Gokhale, Prerna Gala

Business: Akansha Taparia, Abigail Pashana, Shilpa Chawla, Shikha Davessar

Production house: Fork Media Group