'Men of Platinum' Launches New Campaign
The new campaign by 'Men of Platinum' celebrates men of character and the values they stand rooted by when faced with a crisis.
The campaign's thought is captured and led by a film that showcases a test of character. The film begins with the two friends acknowledging the revival and upward trend in the business post the challenges faced due to the ongoing 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', immediately 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 & win over their complete trust is part of what great leadership is all about.
“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 & 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 & celebrate the other side of this narrative. Showcasing men who re-casted their role in their personal & professional lives. Setting exemplary examples of what happens when one is guided by the right set of values when empathy, compassion & courage rule your mind. Men of Platinum are the ones who came through on the test of character that adversity threw at them,” said the Director - Consumer Marketing of Platinum Guild International, India, Sujala Martis.
The campaign has been conceptualized and executed by Famous Innovations. Speaking on the concept of the brand film, Group Creative Director of Famous Innovations, Hayden Scott, adds, “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 & integrity".
'Men of Platinum' with this campaign also launches a new collection of men’s platinum jewellery that celebrates all these men of character who rose to the challenge and faced their moment of truth, they made the right choices true to their beliefs. The new integrated digital and marketing campaign aims to promote the all-new range of 'Men of Platinum'. The campaign is a 360-degree program led by a film and supported by a communication plan that includes TV, Print, Digital and Influencer outreach to ensure high reach and frequency.
The content across these mediums focuses to drive awareness and build appeal for the 'Men of Platinum' category.
