April 2022 (Mumbai, India) – The onset of cricket’s grandest spectacle brings to the fore a lot more than sheer talent and performance excellence. It is the display of the finest form of sportsmanship by men who exemplify exceptional values such as courage, perseverance, self-belief and resilience. Their values have been tested both on and off the field, showing what it means to be a cricketing legend. Platinum Guild International’s Men of Platinum celebrates these rare men of character and as part of its latest campaign this cricketing season, the brand is proud to strengthen its association with one of the game’s brightest stars, KL Rahul.
To take the excitement a level up, the brand released a film with KL Rahul as part of its #MomentOfTruth campaign. This film offers a tiny peek into what it takes to play the game like a true sportsman while emphasizing the deep connection between the metal and India’s favourite cricket idol.
KL Rahul’s subtle yet distinct sense of style lends itself seamlessly to platinum. Born of the stars, platinum is a metal of celestial origins. Billions of years ago, a meteorite crash left behind remnants of this stunning white metal, and even today reserves of platinum are limited making it a truly rare precious metal. 30 times rarer than gold, platinum never loses its naturally white sheen, just like the undaunting spirit of the platinum men who adorn it. What’s more with the promise of 95% purity, platinum offers amongst the highest standards of purity found in jewellery delivering more of the finest qualities that the metal has to offer.
Kicking off from 1 April onwards, the campaign is led by a film on television and supported by a robust communication plan that includes print, digital, and PR across markets to ensure high reach and frequency. The content across these mediums is focused on building consideration and fostering engagement.
Two initiatives will strive to drive a connection with the brand’s core male audience in the form of quiz contests that take off from 3 April to 2 May. Winners could stand a chance to win a virtual meet and greet with none other than the man of platinum – KL Rahul himself by participating in these contests on @menofplatinum’s Instagram/Facebook handles.
KL Rahul shared his thoughts on his continued association with Men of Platinum, “Success alone doesn’t define a leader. Victory on the field is when I work towards bringing the best out in my team and not giving up despite all the obstacles. As we embark on a new cricket season, I am excited to continue my association with Men of Platinum and the metal, which complements my sense of style.”
Sujala Martis, Director – Consumer Marketing, Platinum Guild International India, further stated, “Men of Platinum is an embodiment of the exemplary values that men look up to today, it’s what they deem success to be. These values stand true for cricket as well. True sportsmanship is an amalgamation of qualities like courage, perseverance, inclusiveness, and resilience to name a few. For us, cricket, therefore, is a seamless connection. And with a male TG, there can’t be a better way to connect than cricket’s most popular event, we are pleased to continue our association with one of India’s finest cricketers, KL Rahul. And to take the excitement a notch higher this IPL season we are also running an engagement leg, giving audiences a chance to meet their icon KL Rahul virtually”.
Men of Platinum’s latest collection of exquisitely crafted men’s jewellery in pure and rare platinum is a fitting marker of men with rare values. The collection offers a wide range of avant-garde designs that include platinum chains and wristwear. The jewellery is cast with clean, bold lines with minimalism at its core. Its design language includes distinctive emblems, crests in solid forms and aerodynamic elements. The statement silhouettes and sophisticated textures come together to create this impeccable range of jewellery for those who want to be different, those who value what’s exclusive.
The latest collection is available across major retail stores across India. For more information, please visit www.menofplatinum.com.
PURITY ASSURANCE PROGRAMME
PGI India has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.
Under Platinum Guild India’s quality assurance programme, each individual piece of jewellery has an assured purity as high as 95%. And as proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.