A new campaign by Men of Platinum (from Platinum Guild International, India) celebrates the men of character and the values they stand rooted by when facing a crisis. They transform potential situations of trouble and despair into moments of hope and positivity. Their ‘Moments of Truth’ restore our faith in humanity and all that is good.
The campaign's thought is beautifully captured and led by a film that showcases a test of character in a defining moment of reckoning. The film begins with the two friends acknowledging the revival and upward trend in the business after the challenges due to the pandemic. One of them remarks that the other could have enjoyed better profits if he had made the necessary changes, while alluding to a suggested downsizing.
The other protagonist, and the quintessential ‘Man of Character’, retorts that during challenging times, success should be redefined. In a year of unprecedented challenges, it is about displaying compassion, listening to your heart, placing a collective good over a selfish, pure profit-driven agenda. Not pursuing a narrow success of definition, which is only driven by the amount of wealth one can amass. In a year like this, to be able to carry your people along, tell them that their jobs are secure and win over their complete trust is part of what great leadership is all about.
Sujala Martis, Director, Consumer Marketing, Platinum Guild International (India), said, “This pandemic has been a challenging time across the sphere of life — when it comes to men, I think it challenged some notions of masculinity and also leadership. We saw leadership take the wrong stance in combating challenges across countries and companies too. We saw the wrong notions of masculinity lead to damaging outcomes. For us, as platinum — a metal anchored in rare it was important to applaud and celebrate the other side of this narrative. Showcasing men who re-cast their role in their personal and professional lives. Setting exemplary examples of what happens when one is guided by the right set of values when empathy, compassion and courage rule your mind. Men of Platinum are the ones who came through on the test of character that adversity threw at them.”
The campaign has been conceptualised and executed by Famous Innovations. Hayden Scott, Group Creative Director, Famous Innovations, said,“Keeping with the current times, our film showcases a typical scenario being faced by most corporates and individuals, with business heads being coerced to make difficult decisions. It is only a select few who remain unfazed by these challenges and are able to adapt to this 'new normal' without comprising on their integrity. This film showcases a similar moment of truth, elevating a business head to a true leader while seamlessly weaving in the values that Men of Platinum stands for — courage, honesty and integrity!"
Men of Platinum with this campaign also launched a new collection of men’s platinum jewellery that celebrates all these men of character who rose to the challenge and when faced their Moment of Truth, they made the right choices true to their beliefs. Their actions and gestures have been a source of respite and hope to many. The new integrated digital and marketing campaign aims to promote the all-new range of Men of Platinum. The campaign is a 360-degree programme led by a film and supported by a robust communication plan that includes TV, print, digital and influencer outreach to ensure high reach and frequency. The content across these mediums are focused to drive awareness and build appeal for the Men of Platinum category.
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