Platinum’s Season of Love Campaign Highlights the Importance of Putting Love First

Platinum’s Season of Love Campaign Highlights the Importance of Putting Love First

(May 2022) – Platinum Guild International (PGI) India announces the launch of its signature annual retail activation– Platinum Season of Love, a month-long initiative from 6 May 2022 to 5 June 2022. Emboldened by the immense success of its previous editions, this fifth edition of Platinum Season of Love, brings together all three brands of platinum to celebrate choosing love first as we move forward. The campaign comes alive through three compelling narratives starring popular faces who resonate with the campaign’s core thought.

Platinum Season of Love will include the participation of 1,400+ retailers across the country as they usher in the summer season, brimming with celebratory events, special occasions and weddings. It aims to capture consumer demand and inspire confidence amongst the retail partners in this year of resurgence for all. With a curated collection of exquisitely crafted platinum jewellery pieces across Platinum Evara, Men of Platinum and Platinum Love Bands, this retail initiative will serve as a catalyst to boost platinum jewellery growth and sales during this period.

The pandemic led consumers to make drastic personal changes and reassess their values, lifestyles and goals. To reconsider what is truly important in their lives and choose accordingly. It’s an imprint that they are not willing to let go of. Precious jewellery fits in as a symbol of love, commitment, and values, and platinum with its intrinsic qualities serves as the ideal marker of emotionally significant milestones. The thought for this campaign taps into this sentiment of making choices to put what one values at the centre of their actions, lauding those who armed with lessons of the past now choose differently. They choose to put love first, as a way of life. Choosing what’s important over what’s always urgent, who we have over what we have, self-love and acceptance over the race to fit in or win.

This core message is perfectly encapsulated in the narrative of the three captivating digital films. Each film offers a glimpse into the life of the protagonists and showcases their remarkable journey while capturing those seemingly ordinary, yet poignant moments from their lives, where they choose what truly matters to them and hold it as their north star as they move forward.

Speaking on the overall Platinum Season of Love campaign, Sujala Martis, Consumer Marketing Director, PGI India said, “After any crisis, it is common to experience a greater appreciation for life, for relationships, values that count, for what one needs and should focus on. While we will grow beyond the pandemic think there are critical shifts it created, and we will always remember them. Platinum Season of Love Campaign is built on one such premise as young consumers begin to reconsider their choices to prioritise what matters most to them. As they reevaluate certain decisions based on personal care, growth and development. Yet these choices are not always easy to make and count as moments that are personally and emotionally significant, that’s where platinum comes in celebrating and marking these moments with jewellery that is truly rare and precious.”

The Platinum Season of Love curated collection is available across all leading jewellery retail stores across the country.

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  • Platinum Evara
  • Men of Platinum