The Platinum Guild International has recently unveiled a TV-led advertising campaign. Created by Metal Communications, the campaign aims to build an emotional and real connect between jewellery and marriages in India.
Speaking to Campaign India, Narayan Kumar, director and chief creative officer, Metal Communications said, "The brief from Platinum Guild International was detailed and thorough. In essence, the task was to take brand Platinum from its strong but regional presence and make it truly all-India. Since there has always been a traditional relationship between jewellery and marriages in India, the challenge was to find a genuinely new emotional and real 'connect'. The brief specified that we look hard at the days after a couple's marriage since the event of marriage was in itself a well worn cliche in the category."
Watch the TVC here:
The commercial shows a married couple sitting at a railway station waiting for the train. The woman begins reminiscing about the time of her marriage, when everything about her wedding was was 'arranged' by everyone around her. She comes back to the present when the train enters the railway station and she readies to enter it. Suddenly, she feels lost because she can't seem to spot her husband. Almost panicking, she heaves a sigh of relief after she spots him amidst the crowd. At that point, both, the man and the woman, seem to realise how much they love each other.
Kumar adds, "For a high value, truly premium category like platinum jewellery to not remain aloof and forever distanced, what was needed is a human truth of class and depth. In this, India with its deep cultural traditions and values came to the rescue. In a simple and direct manner, every couple in an arranged marriage knows what it means to fall in love in the months or days after their wedding. That kind of love is both real and relatable. Brand Platinum steps into that truth and aptly calls that personal and significant discovery the couple's Platinum Day of Love."
Elaborating on the idea behind the campaign, he says, "As is evidenced by the growth of matrimonial websites today, arranged marriages in India are truly alive and well. In a true inversion of what obtains internationally - fall in love and get married - a majority of India still goes by getting married first and finding love next. The moment or day of finding love is often more important to the couple than their date of engagement or even their wedding day."
"We christened such a day the Platinum Day of Love. It is the couple's own special Day discovered for themselves by themselves and not decided upon by elders or anyone else. After an extensive research of the concept across the country, it was decided to promote the Platinum Day of Love as the central driving thought in a multi-media campaign," says Kumar.
Speaking about the media mix for the campaign, Kumar says, "Platinum Day of Love will be promoted in an all-India, multi-media campaign. TV, outdoor and press in English, Hindi and regional languages will be the lead media. Strong in-store communication as well as an interactive web presence will further strengthen the campaign."
Shot by Vinil Mathews of Footcandles Films, the creative team from Metal Communications includes Kumar, Probir Dutt and Trilokjit Sengupta.