In 2019, the Platinum Guild wanted to launch a bespoke range of men’s jewellery that would appeal to men with character as rare as platinum. And with that thought in mind, the process of building a brand centered around celebrating such men was set in motion. Anchored on values such as courage, perseverance, and humility, the campaign brought alive stories and instances to encourage society to embrace this modern man.
LAUNCHING THE MEN OF PLATINUM
INSTAGRAM teasers showcasing
what it means to be one among the Men of Platinum
After which, 2 social experiments were released
highlighting the values of courage and humility
Once the social experiments set the tone of conversations to follow,
2 brand films were launched across different media
The print/OOH ads followed suit
WITH each ad highlighting the chosen values.
OTHER LEGS OF THE CAMPAIGN INCLUDED CHARACTER BASED INSTAGRAM POLLS, MICRO-STORIES [VO-LED PRODUCT FILMS] & THE ALWAYS-ON CALENDAR HIGHLIGHTING DIFFERENT ASPECTS OF PLATINUM ITSELF.
Team Famous: Hayden Scott, Vinit Bharucha, Pramod Chavan, Akhil, Rituja Malhari, Pallavi Mehrotra & Daniel Nazareth
Press: Business Standard, YourStory, e4m, GQ