Q] Tell us about PGI’s #SealitwithPlatinum campaign.
Platinum Love Bands have always represented a love that is rare, unwavering, and built to last. With #SealItWithPlatinum, we bring this essence to life through a blend of innovation and emotional storytelling. This Valentine’s season, Platinum Love Bands introduced an AI-powered experience that offer couples a unique way to glimpse into their future together. By integrating individual personality traits with relationship dynamics, it creates a personalised visualisation of a couple’s journey ahead. For younger audiences, technology-driven, immersive experiences aren’t just engaging - they feel personal, interactive, and reflective of how they connect with the world around them. Beyond this interactive experience, the campaign extends into compelling storytelling across social media, capturing expressions of love through engaging videos and immersive narratives. The focus remains on celebrating relationships that are rare and enduring—just like platinum itself.
Q] Platinum is often considered a symbol of rarity and exclusivity. What strategies have you employed to communicate these values to Indian consumers?
At Platinum Guild, our strategy is built on differentiation, meaning, and aspiration in a gold-dominated market. Platinum stands apart as the metal of emotion, symbolising deeply personal moments. Consumer insights confirm that marking significant occasions is the primary driver for purchasing platinum jewellery. Our core objective is to drive demand by fostering appreciation for platinum’s unique qualities. We achieve this through awareness campaigns, retail training, and youth engagement. Sales teams are equipped with in-depth knowledge to communicate platinum’s value effectively, ensuring a seamless brand-to-consumer experience. Through strategic storytelling, brand communication, and regional expansion into Tier 2 and Tier 3 cities, we ensure platinum’s relevance and growth in India.
Q] As the perception of masculinity evolves globally, how do you see Men of Platinum shaping conversations around modern masculinity in India?
Platinum naturally aligns with a male audience due to its strength, durability, and bold yet minimalistic design. As a rare and pure white metal, it is associated with status, exclusivity, and achievement—qualities that make it a discerning choice. Research indicates that consumers see platinum as a symbol of success. Men of Platinum was launched in 2019 to celebrate a new kind of success—one based on character rather than mere financial milestones. Despite launching just before COVID-19, the brand found an opportunity to reinforce its message of resilience. To amplify this positioning, Men of Platinum strategically turned to cricket—a sport that embodies integrity and character beyond just victories. With its deep-rooted influence and immense digital reach, cricket was the perfect platform to engage the brand’s core audience. Among cricketing icons, M.S. Dhoni stood out as the ideal ambassador. More than just a legendary player, he represents composure, leadership, and staying true to one’s values, making him a natural fit to personify the Men of Platinum philosophy.
Q] Tell us a bit about your signature MS Dhoni collection. The signature element in the collection is Dhoni’s autograph. How do you believe this specific feature adds emotional value for the consumer?
MS Dhoni exemplifies our brand values. Having led India to three major tournament victories (2007, 2011, 2013), he remains an icon of strength, composure, and humility. His enduring legacy makes him the perfect embodiment of Men of Platinum’s ethos. The Men of Platinum x MS Dhoni Signature Edition is more than an endorsement—it’s a partnership. This 15-piece collection carries elements of his journey, featuring his lucky number 7 and key tournament years. Beyond jewellery, this collaboration is an invitation for men to embrace their greatness, define their values, and build a lasting legacy—just like Platinum.
Q] As the platinum jewellery market evolves, how do you see initiatives like this collection influencing long-term consumer behaviour towards platinum jewellery?
Platinum’s journey in India has been one of transformation. When we entered in 2009, the category was virtually non-existent, with no cultural embedding. Over time, strategic brand-building has positioned Platinum as a marker of milestones, love, rarity, and premium value. Our distribution has expanded beyond metros, with 30% in Tier 1 and 10% in Tier 2 cities, and over 50% of website traffic from these regions. Strategic partnerships, like cricket and MS Dhoni, reinforce Platinum’s mainstream appeal. We ensure Platinum is aspirational yet inclusive—premium but approachable, rare but relatable—establishing it as a mainstream choice in India’s evolving jewellery landscape.
Q] Looking ahead, what are your plans for driving the future growth of the platinum jewellery market in India?
Continuity is key across multiple fronts. Driving awareness and embedding both the brand and the category remain top priorities, whether through communication, training, or expanding our reach. Our partnerships with leading jewellery retailers like Kalyan, GRT, and Malabar ensure that as they expand into Tier 2 and Tier 3 cities, the Platinum offering grows alongside them, increasing its presence in newer markets. Given that Platinum is still in a growth phase, ensuring discoverability—both online and offline—is critical. Since a significant portion of our audience engages on social media and OTT platforms, we maintain a strong presence across these channels to stay top of mind. Consumer behaviour has evolved dramatically, with hyper-fragmented media and blurred online-offline boundaries. Purchase journeys are no longer linear—consumers may discover a product digitally but buy it offline, or vice versa. To adapt, we focus on high visibility across digital platforms, social media, and consumer forums like Quora, while ensuring retail store prominence within the gold section for easy discoverability.
