Platinum Love Bands embraces individuality for an unbreakable bond

Platinum Love Bands has rolled out a campaign 'a love so rare, a love so platinum', to spotlight defining moments that change the course of a relationship. 

 

Conceptualised by 22feet Tribal Worldwide, the film emphasises the significance of embracing one another's unique personalities as a precursor to embarking on a long-term journey with a loved one. It delves into a pivotal moment within an arranged match, where a couple is still in the process of understanding each other. Amidst the palpable anxiety, the protagonist discovers a side of his soon-to-be wife that differs from the flawless image he had seen thus far. Rather than evoking doubt or surprise, this revelation deepens his affection, and he realises he loves her for her entirety, alleviating any pressure to be perfect. In this moment, she, too, recognises that she has found a partner who will always empower her to be her unapologetic self—a cheerleader for her dreams. The film concludes in a unique celebration of their love, marked with Platinum.

 

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.”

 

Vishnu Srivatsav, national creative director, 22feet Tribal Worldwide, said, “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.”