Platinum Guild International (PGI) has launched a new integrated advertising and marketing campaign in India to promote a new range of its brand Platinum Evara. The campaign targets the millennial bride and groom who, the PGI said, today prefer platinum jewellery for its subtlety and its emotional quotient.


The multi-channel campaign, which includes television, cinema, print, digital, outdoor displays and public relations, is not aimed at the traditional Indian bridal market, but targets the “post wedding lifestyle of the urban bride and groom.” It focusses on the emotional content of the relationship between generations in the traditionally close-knit Indian family.

According to the PGI, the campaign showcases “the subtle changes in the interpretation of new relationships, and that marriages today are based on a mutual respect and a love that is inclusive and uplifting.” The campaign adds the element of a blessing passed on from one generation to another.

The platinum Evara brand has seen a growth of between 15 and 20 percent in sales in the first six months of 2017 with younger consumers driving demand.

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