Platinum Evara has rolled out a campaign depicting women in the process of selecting, adorning and buying platinum jewellery.
Conceptualised by Famous Innovations, the film aims to promote the Evara collection by encouraging women to embrace their true identities and celebrate the pride they feel in their femininity.
The film depicts three women in the process of selecting jewellery for themselves. The first lady's voice-over convinces her that she doesn't need a grand occasion to buy a piece of jewellery. Whereas, the voice-over for the second lady in the film persuades her to buy two pairs of earrings without telling her family or friends, showcasing her independence. Lastly, the third woman in the film purchases a piece of jewellery not for the likes on social media but to make herself feel good.
The film showcases an analogy to where young women stand today, their take on lives and belief systems.
Sujala Martis, director – consumer marketing, Platinum Guild International - India, said, “The discourse of femininity in our segments today is changing. Young women own their interpretation of femininity with pride and aplomb. They look at it as an integral part of who they are, they know what they bring to the table and revel in it. This campaign is a celebration of that view on femininity, away from the angst-ridden, breaking stereotypes, going up against society narratives that we commonly see. Jewellery is an innate part of femininity, buying it is a joyful experience. We wanted to come from what was deep-seated and ingrained in the category while reflecting what is true for our audience and they look at their lives today as a glass half full.”
Shahnawaz Qadeer, group creative director, Famous Innovations, said, “Today’s women are not fighting battles in the way we think they should be fighting them. They are doing it their way, with a lot of sass and spunk. For them, the biggest victory lies in being able to be themselves, fully accepting the many facets of modern femininity. They take pride in expressing their versatile identity and continuously seek to express different dimensions of themselves. The campaign is a celebration of all this and more, and we have sought to capture it on camera through inner monologues of various women.”
The campaign is rolled out on TV, print, digital and social media platforms.
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