Platinum Guild International (PGI) India has launched a new campaign for its men’s jewellery brand, Men of Platinum, featuring cricketer Rohit Sharma and music composer Anirudh Ravichander. Centred on the thought ‘Enduring success is forged through character’, the campaign explores how resilience, self-belief and the ability to keep moving forward shape success. It also signals an expansion of the men’s platinum jewellery category, positioning the metal as an expression of personal style as well as achievement.
The campaign comprises four films, with two each featuring Rohit and Anirudh. Speaking about the association, Rohit Sharma said, “Platinum is known for its enduring strength, and I think that makes it a powerful symbol of the character it takes to keep moving forward, no matter what comes your way. I have always believed that while success is important, how you get there matters just as much. The decisions you make under pressure, how you respond when things don’t go your way, and how you bring people along with you - that says a lot about who you are. That idea of character is something I connect with strongly in Men of Platinum.”
Anirudh Ravichander added, “For me, success is about believing in yourself, creating your own path and continuing to evolve. There will always be opinions about what you should do, but having the conviction to trust your instincts and keep moving forward is what matters. That idea of character is something I connect with strongly in Men of Platinum. Platinum is known for its strength and ability to endure. To me, that makes it a fitting symbol of the self-belief it takes to keep creating, evolving and moving forward.”
Sujala Martis, Director, Consumer Marketing, Platinum Guild International India, said the brand was expanding across styles and occasions, from statement pieces that reflect achievement to contemporary, design-led jewellery that forms part of a man’s individual expression.
The campaign’s creative approach was shaped by Mansi Shah, Business Head – Mumbai, Famous Innovations, who said the idea was to look beyond platinum’s physical durability and explore what it takes for people to endure, evolve and stay true to their convictions.
