Men of Platinum unveils 4 films with Rohit and Anirudh

Platinum Guild International (PGI) India has launched a new Men of Platinum campaign featuring cricketer Rohit Sharma and music composer Anirudh Ravichander. The four-film push is built on the thought “Enduring success is forged through character”, and it deliberately moves the brand from product credentials to the human qualities that success demands.

01 · The strategic opening: jewellery beyond achievement

The launch is not just another celebrity campaign. PGI India says it is stretching Men of Platinum across a wider set of styles and occasions, from statement pieces that signal achievement to contemporary, design-led jewellery for personal expression. The two celebrities give that expansion two different emotional routes.

Director of consumer marketing Sujala Martis put the ambition simply: “to make platinum relevant to more men, in more moments of their lives.” Collection imagery will carry the jewellery details, while the films roll out across digital, print and outdoor through the festive season.

02 · Four films, four tests of character

• Live up to it: Sharma revisits gully-cricket recognition and the responsibility that arrives when a name travels beyond the neighbourhood.
• Showing Up: Sharma faces the harder moment after defeat: “Everyone thinks losing is the hardest part. But the hardest part is waking up the next morning and believing again.”
• What’s Next: Ravichander responds to comparisons with Kolaveri Di by betting on the song he has not composed yet.
• Unsure: Ravichander revisits being the youngest person in the room and the conviction required to keep creating through doubt.

03 · The creative logic: endurance as the real product feature

Famous Innovations, the agency behind the work, used platinum’s physical endurance as a storytelling bridge. Business head Mansi Shah said the team wanted to go “beyond the metal” to what it takes to endure. That is the campaign’s strongest decision: the product attribute and the emotional message are the same idea.

Sharma reinforces the fit in the campaign: platinum’s strength becomes a symbol of the character it takes to keep moving forward. Ravichander reads a similar line for creative work: conviction is what lets a creator evolve instead of repeating an early hit.

04 · What brand leaders can apply

For CMOs, this is a clean example of a brand platform that can hold more than one story. The casting is not two winners at a podium; it is two professionals working through pressure, failure and self-doubt. That makes the endorsement feel earned and gives the metal permission to show up in quieter, everyday moments.

The risk is executional: four films and a broader product range can scatter unless every story keeps returning to the same character-versus-pressure truth. If it does, Men of Platinum could shift from an occasional status purchase to a more personal, repeatable category.

Source: Campaign India

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