Campaign India Team
May 12, 2022

PGI chooses love above everything else

Watch the films conceptualised by VMLY&R here

Platinum Guild International (PGI) India has rolled out a campaign for its annual retail activation, ‘Platinum Season of Love’, featuring actors Angad Bedi, Nabha Natesh, Ishita Dutta Sheth and Vatsal Sheth. 
Conceptualised by VML&R, the films bring together three brands of Platinum to celebrate choosing love first as we move forward into a post-pandemic future. The films depict a glimpse into the life of the protagonists and showcase their journey while capturing ordinary yet poignant moments from their lives, where they choose what truly matters to them and hold it as their north star as they move forward. 
The first film features Ishita and Vatsal Sheth before their quest for stardom, ego tussles, stubborn preferences, and cultural differences. It showcases how the couple always chooses to put their love first and how it enables them to overcome some of the toughest challenges and achieve some of the hardest wins. 
The second film depicts the narrative of Natesh and how she nurtured and invested in self-love. The film showcases how self-love continues to empower Natesh to embrace herself with all her quirks, passions, failings and flaws.
The third film features Bedi and showcases him choosing love and what he holds precious over the blind chase of material success. 

Sujala Martis, consumer marketing director, PGI India, said, “After any crisis, it is common to experience a greater appreciation for life for relationships, values that count for what one needs and should focus on. While we will grow beyond the pandemic. There are critical shifts it created, and we will always remember them. The Platinum Season of Love campaign is built on one such premise as we notice our young consumers begin to reconsider their choices to prioritise what matters most to them. As they re-evaluate certain decisions based on personal care, growth and development, these choices are not always easy to make and count as moments that are personally and emotionally significant that’s where platinum comes in celebrating and marking these moments with jewellery that is truly rare and precious.”
Mukund Olety, chief creative officer, VMLY&R, said, “At their heart, these films evocatively celebrate love and the choice to put it first through the life stories of the influencers. Somewhere, they reflect the choices all of us are striving to make - choices that may be tough but are deeply rewarding. That’s what makes them truly relatable and worthy of being celebrated with platinum.”
Campaign India

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