Rohit Sharma and Anirudh Ravichander Star in Men of Platinum's New Campaign Celebrating Men of Character

Platinum Guild International (PGI) India has announced the launch of its latest campaign for Men of Platinum, featuring Indian cricket captain Rohit Sharma and acclaimed music composer Anirudh Ravichander. Anchored on the core theme "Enduring success is forged through character," the campaign marks an expansion of the men’s platinum jewellery category to appeal to both contemporary design seekers and those looking for statement pieces representing personal achievements.

Storytelling Driven by Resilience and Self-Belief

The campaign features four films highlighting pivotal moments of pressure, doubt, and perseverance in the journeys of both brand ambassadors:

• 'Live Up To It' (Rohit Sharma): Explores the shift from gully cricket joy to managing the immense responsibility and expectations that come with national recognition.
• 'Showing Up' (Rohit Sharma): Focuses on resilience after a defeat, highlighting the courage required to wake up the next morning and believe again.
• 'What’s Next' (Anirudh Ravichander): Addresses the pressure of past triumphs like Kolaveri Di, emphasizing constant self-evolution over repeating former success.
• 'Unsure' (Anirudh Ravichander): Reflects on being the youngest person in the room and converting initial self-doubt into conviction.

Brand Leadership on Category Expansion

Commenting on the brand strategy and market ambition, Sujala Martis, Director of Consumer Marketing at Platinum Guild International India, noted:

"Men’s relationship with jewellery is opening up a much bigger opportunity for platinum. We are expanding Men of Platinum across styles and occasions—from statement pieces that reflect achievement and presence to contemporary, design-forward jewellery that becomes part of a man’s individual expression. The ambition is simple: to make platinum relevant to more men, in more moments of their lives."

Adding perspective on the creative narrative, Mansi Shah, Business Head – Mumbai at Famous Innovations, said: "Platinum gave us a beautiful starting point because endurance is built into the metal itself. We wanted to take that idea beyond the metal and look at what it really takes to endure. Rohit Sharma and Anirudh Ravichander have walked very different paths... both have shown us that staying the course takes more than talent. It takes the conviction to keep going, keep evolving and keep showing up for what you believe in."

Integrated Festive Season Rollout

The marketing initiative will roll out across digital platforms, print, and outdoor media throughout the festive season, supported by dedicated high-resolution product imagery showcasing the design craftsmanship of the new collection.

About Platinum Guild International (PGI)

Platinum Guild International (PGI) is a marketing organization with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results.

Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer-ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.

PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with strategic planning, marketing, retail, design, and business development experts.

PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.

Check Out the Campaigns Here:

Purity Assurance Program

PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.

Under Platinum Guild India’s quality assurance programme, each piece of jewellery has an assured purity as high as 95%. And as proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.