PGI India Celebrates Couples Who Strive to be #EqualsInLove with Platinum Love Bands
Mumbai (February 2019) - For a long time, the prevailing rules of a relationship have revolved around norms dictated by society especially when it comes to gender roles. Today, the paradigm of love is being redefined. Modern couples are choosing roles that fit their unique relationship – each bringing their individual strength to the table with a focus on true partnership. It is evolving to be a kind of love that forms the most honest union of two individuals – as equals.
Revelling in this modern discourse of love, Platinum Days of Love (PDOL), a flagship programme of PGI India, has rolled out a new campaign that celebrates couples who strive to be equal partners in every way. Where couples stop looking at ambitions, dreams, expectations and responsibilities as his or hers, instead they make decisions based on what is truly apt for that instance in life.
The campaign features a set of films that endearingly mirrors this modern rendition of relationships. “We wanted to arrive at it from the lens of a subject that is deeper and felt by couples to today. Equality here doesn’t just mean just the function of equal division, rather its where both partners are attuned to each other’s strengths and true potential – everything is evaluated for them as a unit through those factors. There is mutual respect, support and a sense of teamwork. As easy as it may sound, to have a relationship like this is truly rare, befitting of metal like platinum.” said Sujala Martis, Director Consumer Marketing, Platinum Guild International - India.
According to Dentsu Webchutney, the creator of the films, “The topic of equality is one that’s extremely relevant in today’s environment. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond. We wanted to not just celebrate couples who match each other as equals, but to challenge the status quo with our films. Each film overturns traditional roles, becoming a source of aspiration for young couples who’re about to set out on their journey of love.”
PDOL has curated a collection of six Platinum Love Bands in its “Equals in Love” collection, both about a love and commitment that is based on equality. Every design in this collection is crafted as a pair, for him and her, striking a balance between masculine and feminine design sensibilities yet connecting them through a singular design expression of love. Some identical looking and others more starkly different; each pair of bands is designed to complement each other. From matte to high polish finishes to textured contours with subtle splashes of diamond, the aesthetics across the collection is classy, contemporary and designed to reflect the unique love story of couples today.
For more information about PDOL, please visit here.