Today’s daughter is modern, independent and strong-willed. In her own unique way, she makes choices so that she can always be the best version of herself and redefine the world around her. Platinum Evara in its Daughter’s Day campaign celebrates this new-age daughter and pays tribute to her rare qualities that drive her to make rare choices.
The campaign seeks to recognise and acknowledge different kinds of modern daughters, who have all ultimately made rare yet inspiring decisions, especially when it comes to their weddings and the lives that follow. The campaign is designed to ask all such women to contribute their stories so that they might be celebrated. From asking for books as a wedding present to financing her own wedding, these #DaughtersOfToday truly deserve to be celebrated with a metal as rare as Platinum.
Conceptualised by Dentsu Webchutney, the film captured one such daughter who is a perfect example of a daughter of today – secure, spirited, confident. Even when her choices are rare or difficult, this confidence holds good. No wonder she has commanded the respect of her new family with her actions and demeanour, as she redefines the traditional dynamics between daughter-in-law and father-in-law. The film is also a reflection of in-laws today who are less critical and judgmental and are increasingly appreciative and affectionate.
The film starts with a scene inside a car where an elderly person is asking a young man why he wants to marry the girl (who was driving the car). The father asks him questions like if he knows cooking or if he is ready to change his job in case such a situation arises. The viewers get the impression that the older man must be the girl’s father. But the notion is broken when the father says that the young man (actually is his son) should know that she will be his daughter and not a daughter-in-law.
Pravin Sutar, Executive Creative Director, Dentsu Webchutney, said, “The world as we know it is in the process of changing and it is our daughters who are at the centre of it all. They're redefining relationships; they're changing traditions, all the while enjoying the respect of everyone around them. It is these daughters that we wanted to celebrate in our campaign by showing the world how rare and special they are.”
Sujala Martis, Director, Consumer Marketing, Platinum Guild International, India, said, “This campaign represents those daughters who have remained true to themselves and broken away from the conventional mode to make bold choices. With Evara, we want to celebrate this #DaughtersOfToday with the rarest and most precious metal, Platinum. It is our way of telling the world that these independent, strong-minded daughters are the future and with the support of their loved ones, they can only soar further."
The film has been promoted on digital platforms like YouTube, Facebook and Instagram.
Client: Platinum Guild International
Agency: Dentsu Webchutney, Mumbai
EVP and Branch Head: Nishi Kant
Executive Creative Director: Pravin Sutar
Senior Creative Director: Aalap Desai
VP, Client Servicing: Harsh Shah
Senior Brand Strategist: Sumera Dewan
Group Account Manager: Amrita Singh
Associate Creative Director Copy: Yash Kulshreshtha
Associate Creative Director Art: Ananda Sen
Senior Art Director: Aabhaas Shreshtha
Group Head Copy: Abbas Mirza
Copy Supervisor: Sonia Hyam
Senior Art Director: Bharath Singh
Sr. Copywriter: Nityasya Belapurkar
Sr. Visualiser: Vinayak Kharat
Sr. Account Executive: Deepali Hirwani
Sr. Video Editor: Nitish Sarkar
Motion Graphic Artist: Swapnil Mokal
Motion Graphic Artist: Mario Peter
Production House: Charcoal Films
Producer: Ruby Thakur
Director: Luv Kalla