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.Â 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 thatâs rare and built on equality.
Sujala Martis, Director Consumer Marketing, Platinum Guild International, said, âIf 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. Itâs what that can make the love you share rare.â
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, Executive Creative Director, Dentsu Webchutney, said, âThe topic of equality is one thatâs extremely relevant in todayâs 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.âÂ
Aalap Desai, Senior Creative Director, Dentsu Webchutney, added, âWe 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 whoâre about to set out on their journey of love.â
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