Men of Platinum’s 4-film push stars Sharma and Anirudh

Platinum Guild International (PGI) India has launched a new campaign for men’s jewellery brand Men of Platinum, pairing cricketer Rohit Sharma and music composer Anirudh Ravichander in four films built around the proposition “Enduring success is forged through character”.

Created by Famous Innovations, the campaign is rolling out across digital, print and outdoor through the festive season. Two films, Live up to it and Showing Up, feature Sharma on accountability and bouncing back after defeats. The other two, What’s Next and Unsure, follow Ravichander on self-doubt and creative evolution after early breakthroughs.

01 · Why the category is ready for this

Men’s relationship with jewellery is opening up, and PGI India is widening Men of Platinum across styles and occasions, said Sujala Martis, director, consumer marketing, Platinum Guild International India. The range now spans statement pieces that signal achievement and presence, and more contemporary, design-forward jewellery built for individual expression.

Men’s relationship with jewellery is opening up a much bigger opportunity for platinum. We are expanding Men of Platinum across styles and occasions—from statement pieces that reflect achievement and presence to contemporary, design-forward jewellery that becomes part of a man’s individual expression.

02 · Four films, one emotional thread

• Live up to it – Rohit Sharma on accountability.
• Showing Up – Sharma on resilience after defeat.
• What’s Next – Anirudh Ravichander on creative evolution.
• Unsure – Ravichander on self-doubt after early success.

03 · The thinking behind the work

Sharma frames the campaign’s core idea simply: “while success is important, how you get there matters just as much.”

The work is a clean example of meaning transfer: the resilience and creative honesty audiences associate with Sharma and Ravichander move across to the metal. Rather than pushing purity or weight, the brand lets two public careers carry the story. The pairing also multiplies relevance—cricket brings mass resilience, while music brings creative fandom.

For CMOs, the takeaway is to map distinct emotional themes to each celebrity, so the product feels relevant across multiple occasions without losing a single premium line.

Marketing take: When the category sells metal, sell the character the metal stands for.

Source: ETBrandEquity.com

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.