Platinum Love Bands promotes embracing individuality in new campaign

Platinum Guild India has launched a new campaign for its new range of platinum love bands for modern lovers. The brand has always stood for values like mutual respect, equality and friendship.

Platinum Love Bands shines a spotlight on those defining moments that change the course of a relationship. Those that propel each other forward, allow each other to grow.

The film is directed by Nitesh Tiwari and celebrates moments​ of distinct transformation, that change the trajectory of where a couple is headed. It zeroes in on a pivotal instance in an arranged match, where a couple is still in the phase of understanding each other. Amidst palpable anxiety, he glimpses an unfamiliar facet of her, one that isn’t like the perfect side to her that he has seen so far. Instead of doubt or surprise, this revelation only deepens his affection for her. He comes to realise that he loves his partner for all that she is, liberating her from any pressure to always be perfect. She on the other hand in that instance realises she has found a partner who will always encourage her to be unapologetically herself. He is the one who will back her dreams and be her loudest cheerleader. This defining moment marks their Platinum Day of Love. The film concludes with them marking this one-of-a-kind love with metal just as rare and precious - Platinum.

Tiwari said, “It was a wonderful experience to work on such a refreshing thought that formed the underlying thread for the entire narrative.  It is simple to love the perfect side of your partner, but the true test of love lies in effortlessly committing to the less appealing aspects of your partner.  It was the unsaid lines that emerged as the true heroes leading the narrative towards the core thought and instantly building a connection with modern couples who resonate with the film’s overarching messaging. I am delighted to have had the opportunity to work with Platinum Love Bands and create a film instrumental in unveiling its new campaign.”

Sujala Marits, Director- Consumer Marketing, PGI India, said, “Relationships have evolved, becoming more individualistic than ever before, a sentiment echoed by the young women who make up our core audience. They seek partners who support them and let them flourish. This quest, however, has shifted the relationship landscape, with many modern depictions appearing transactional or even negotiated. While love has become hardwired, however, the dream of romance and magic still stays. We are platinum and wanted to approach this from the lens of a love that is truly rare, where the quest for acceptance of individuality didn’t mean the magic was lost. That’s what equal partnerships are based on. Finding a relationship based on shared dreams, strong support, mutual respect and acceptance in fact makes a love truly rare more so against the backdrop of arranged marriages. These are defining moments in a relationship that merit only platinum.”

Vishnu Srivatsav, National Creative Director, 22feet Tribal Worldwide, said, “The pressure of perfection is very real. Especially in an arranged marriage, where every moment happens in front of the families, and you really don’t have the opportunity to be yourself until much later. We felt where folks always have to portray the best version of themselves, platinum stands for that rare love that lets people just be themselves.”

A Love So Rare, A Love So Platinum film:

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