The campaign has been conceptualised by Metal Communications with the message ‘Platinum. Because real love can only begin, never end’
BestMediaInfo Bureau | Delhi | October 23, 2012
Platinum Guild International (India) introduced the concept of ‘Platinum Day of Love’ with its campaign in 2009 that celebrated love between a couple post-marriage. The second campaign of Platinum Day of Love is to take this concept to the next stage.
‘Platinum Day of Love’ was conceptualised to own the transition of a relationship from a family wedding ceremony to a very personal and intimate moment that makes them realise that they are meant to be together. The day they realise that, they are truly meant for each other and there is no one else they would want to spend the rest of their lives with.
Since the release of the first campaign, a journey of over three years, an extensive consumer research was conducted across India to identify the core values of platinum in the consumers’ minds. What resonated is that Platinum Day of Love has been successful in establishing platinum as the ultimate expression of love, intimacy and commitment.
Conceptualised by Metal Communications, the newly launched campaign, starring model- cum-actress Aditi Rao Hydari and actor Amit Sadh, further emphasises this desire for never-ending romance and it matches the everlasting properties and the unchanging quality of platinum. This is an important difference because only discovery of love can vanish as easily as it comes, whereas realisation of love, quietly developing, is a sign of solid intimacy, a basis for permanence and proof of a never-ending romance. Because real love only begins and never ends, just like platinum which does not wear away, fade or tarnish with time.
Narayan Kumar, Director and Chief Creative Officer, Metal Communications, said, “We thought it was time to take the Platinum Day of Love concept one level deeper. The story would still be about a young couple inside of an arranged marriage, but with an added emotional dimension. An Indian bride, by custom, visits her parents' home roughly a year after marriage. She looks forward to that reunion with longing and joy. The young bride in our story, assisted by a supportive husband, packs her suitcase with gifts bought for her loved ones back at home – a typically Indian thing to do. Emotionally, of course, she is full of excitement and anticipation at the reunions ahead. That is the real-life based, plausible context we based our story on. Even with all the packing and preparation, it will only be a matter of moments before the couple has to deal with the pangs of their first separation. Such a story allows for the blossoming of real love in a credible situation.”
Kumar further said, “We laid a lot of emphasis on realistic details in both casting and story-telling so that it would ring true. We also added a new, closing tagline to reflect not only the quality of what real, genuine love is, but also the unchanging nature of platinum itself: "Platinum. Because real love can only begin, never end."
Vaishali Banerjee, Country Manager India, Platinum Guild International, said, “Being a very precious metal the world over, platinum is symbolic of emotions and moments closest to your heart. In India platinum is symbolic of the deepest love, whether it is between couples or parent and child or siblings, etc. Platinum Day of Love is about celebrating intimate and everlasting love by a couple. Platinum also stands for modernity in lifestyle and thinking and is highly aspirational. This new rendition is about how most Indian couples want to balance the tradition with the modern life they seek or expressing traditional values in a modern relationship. The campaign draws parallels between the unchanging and permanent nature of platinum and everlasting love in a marriage.”
The storyline in the television commercial titled Platinum Day of Love is the narrative of a young couple married and settled abroad. The young wife in this arranged marriage is about to make her first journey back home as is a prevalent practice to her parent’s home after about a year or so of marriage. With its associated emotions of expectation and rejoining loved ones come also the practicalities of planning and executing well thought out gifts for everyone including in-laws (a fond gift of remembrance for the husband left behind). It is in this context of heightened emotions and responsibilities that the young couple comes face to face with the concept of separation, making them prime candidates for an emotional realisation of love, in a sudden, surprising and inevitable manner. They don’t merely find love, they realise the love that always was.
The 45-second television campaign is being aired across all TV reach markets in India to ensure high reach and frequency, on all national and regional channels across GEC, lifestyle, movies, infotainment and news starting October 20, 2012.