Kolkata: Platinum Guild International (PGI) India’s Men of Platinum introduces a new chapter of their extraordinary narrative. The brand welcomes cricketer Suryakumar Yadav into their fold. Selected as the face of their latest campaign, Suryakumar’s journey mirrors the enduring rare qualities that platinum stands for.
Six captivating digital films, a television rendition, print & other content formats work together to weave parallel narratives of Suryakumar’s journey and the rare, values that Men of Platinum represent.
The campaign thought is brought alive via an immersive journey into the life of this extraordinary cricketing talent through an engaging series titled “A Minute with Men of Platinum X Suryakumar Yadav”. This unique six-part mini-series pulls back the curtain on his life, tracing the threads of his journey and aligning them with the core values that Men of Platinum symbolize.
Suryakumar Yadav shared his thoughts on being a part of the new Men of Platinum campaign, as he stated, “I am excited to come on board and be a part of this season’s campaign for the new collection. Platinum is a metal that always endures and never fades, thus making it truly rare. I have always strongly believed in values like self-belief, endurance, courage, resilience, and compassion that Men of Platinum stands for.”
Every film in this series serves as a chapter, painting a vibrant picture of Suryakumar’s evolution, from his roots in Mumbai’s bustling streets to his shining triumphs on the international cricketing stage.
With each unfolding chapter, the parallels between Suryakumar’s unyielding spirit and the unique attributes of platinum become more evident. They highlight his steadfast adherence to the core values of a true Man of Platinum: self-belief, courage, resilience, compassion, endurance, and authenticity.
Speaking on the association and the new campaign series, Sujala Martis, Director – Consumer Marketing, Platinum Guild International – India said, “Capitalizing on the upcoming cricket season and the festive spirit, we’ve launched a new campaign for Men of Platinum with cricket star Suryakumar Yadav. Our goal is to blend the thrill of cricket and values of the brand, emphasizing the rare traits that define real men of character and precious platinum.”
Sujala Martis said, “Today platinum jewellery is seen as a modern success symbol, representing men with success stories that stand on values that are rare & tough to abide by. Perfectly embodying these traits, Suryakumar Yadav is the shining star of our campaign.”
The Men of Platinum campaign with Suryakumar Yadav will be supported by a robust outreach across Television, Print, Digital, Social and PR. The new Men of Platinum collection is available across leading jewellery retail stores in India.