Campaign India Team
Nov 24, 2022

Platinum urges couples to #CommitToLove by broaching difficult conversations

Watch the films conceptualised by 22Feet Tribal Worldwide here

Platinum Love Bands has rolled out a film ‘commit to love’ to celebrate the myriad values of modern love.


Conceptualised by 22Feet Tribal Worldwide, the films showcase two sets of couples approaching uncomfortable conversations head-on, to build stronger bonds with each other. 


The first film revolves around a couple about to meet the boy’s extended family for the first time. The girl - being the older one, is visibly nervous and apprehensive about his family accepting the five-year age gap in their relationship. This is when he reassures her by saying, 'the only number up for discussion today is our wedding date; the age gap doesn’t count; our love does'. Having successfully reassured her by laying her biggest fear to rest, they stride forward on their new journey together. 

The second film opens with a married couple getting ready for a celebratory dinner at home for their first anniversary. The wife voices her apprehension about her mother coming to live with them. It’s something they haven’t discussed before and yet circumstances today have led them here. Her doubts are met with an endearing gesture from her husband - a keychain that he has ready for her mother with the words ‘Amma’ (mother) engraved on it, as his way of making their home – her mother’s too.


Sujala Martis, consumer marketing director, PGI India, said, “Platinum love bands have always been about key milestones in the relationship journey, those are the occasions that we want to own as a brand. Given the affinity that platinum enjoys amongst younger audiences – this campaign captures a slice of modern love and qualities that couples seek out today. #CommitToLove seemed like the apt nudge given the marriage season.”


Vishnu Srivastava, national creative director, 22Feet Tribal Worldwide, said, “One of the biggest considerations for this campaign is how we depict love and commitment in modern times. Because the idea of commitment evolves. And while Platinum Love Bands are an eternal symbol of rare love, it’s also a brand that is contemporary and young. So, we were glad to tell timeless tales with a modern lens.” 



Agency: 22feet Tribal Worldwide

Client: Platinum Guild International – India, Platinum Love Bands

Brand team: Sujala Martis, Anushree Venkatesh and Saurabh Patil

Creative: Vishnu Srivatsav, Ishan Mehta, Nishith Sidana, Yash Rajwani, Ashita Vora, Jaskaran Johar, Nupur Datar, Diya Sarker, Shruti Parulekar, Asha Deora, Khushali Salvi, Prerna Gala, Amol Lad

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

Production house - ad Films: Fingerprint Films

Production house - product: Bowline

Production house - lifestyle: Escaping Elephant



Campaign India