Platinum Day of Love overturns traditional roles, makes couples equal in love in new spot

Conceptualised by Dentsu Webchutney the #EqualsInLove campaign shows how modern couples do not look at themselves through gender-defined roles and responsibilities, and that is what makes their love rare

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Platinum Day of Love overturns traditional roles, makes couples equal in love in new spot

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Platinum Day of Love, a flagship programme of PGI India, has launched #EqualsInLove campaign, a collection of films that celebrate couples who meet each other halfway. The films are conceptualised and executed by Dentsu Webchutney, the digital agency from Dentsu Aegis Network.

The campaign is fronted by a collection of films that beautifully expressed this emerging resolve between couples, to meet each other half way.  From equally splitting the rent of a new home, to a man deciding that he wants to be a stay-at-home-husband, these films showcase how truly rewarding and liberating it can be to have an equal partner in each other. Making the love they share rare.

The month of February sets the mood for love, the campaign elevates this occasion for couples and asks them to celebrate their rare equal love with #EqualsInLove Platinum Love Bands. From identical motifs to complimentary designs, each pair of Platinum Love Bands is crafted to tell the story of love that’s rare and built on equality.

Sujala Martis

Sujala Martis, Director Consumer Marketing, Platinum Guild International, said, “If left to its own, the conversation around love and relationships during this time of the year can get very sugary and mushy. As a brand, we stand for a certain level of maturity and wanted to approach this conversation from a slightly higher order lens. Modern couples do not look at themselves through gender defined roles and responsibilities. Equality is a very valid and important value amidst them. It’s what that can make the love you share rare.”

Couples are also given the chance to win a romantic trip for two to one of six exotic destinations, on purchase of Platinum Love Bands.

Pravin Sutar

Pravin Sutar, Executive Creative Director, Dentsu Webchutney, said, “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.” 

Aalap Desai

Aalap Desai, Senior Creative Director, Dentsu Webchutney, added, “We wanted to not just celebrate couples who match each other as equals, but to challenge the status quo with our four films. Each film overturns traditional roles, becoming a source of aspiration for young couples who’re about to set out on their journey of love.”

The Films:


The Talk:


Client: Platinum Day of Love, PGI India

Creative Agency: Dentsu Webchutney

EVP & Branch Head: Nishi Kant

Executive Creative Director: Pravin Sutar

Senior Creative Director: Aalap Desai

VP Client Servicing: Harsh Shah

Senior Brand Strategist: Sumera Dewan

Associate Creative Director, Copy: Yash Kulshreshth

Associate Creative Director, Art: Ananda Sen

Art Director: Niharika Mishra

Sr. Copywriter: Nityasya Belapurkar

Group Account Manager: Amrita Singh

Sr. Account Executive: Deepali Hirwani

Account Executive: Prachi Mehta

Sr. Video Editor: Nitish Sarkar

Motion Graphic Artist: Sahil Chauhan

Motion Graphic Artist: Swapnil Mokal

Dentsu Webchutney Platinum Day of Love #EqualsInLove