Platinum Guild To Expand Reach To Tier 2 & 3 Cities, Says Sujala Martis, PGI

Platinum Guild International India's strategic marketing is reflected in its success, capturing 15 per cent of precious metal jewellery acquisitions among young, affluent consumers in India within two decades.

At the peak of the festive cheer and bustling wedding season, Sujala Martis, Director of Consumer Marketing at Platinum Guild International India, engaged in an exclusive discussion with BW Marketing World. During this conversation, she explored the innovative marketing strategies and market trends that have been instrumental in driving the growth of platinum jewellery in India.

Martis outlined PGI's strategy, highlighting the distinctive qualities of platinum, such as its rarity, strength, durability, resilience, and purity. By seamlessly blending these attributes with modern and progressive imagery, PGI has successfully created an aura around platinum jewellery. She emphasised, "Our primary focus is on cultivating a profound understanding of platinum and its inherent attributes among consumers." The metal is positioned as a symbol of love, premium quality, and aspiration, making it ideal for moments of emotional significance.

Adapting to Evolving Consumer Landscape

Recognising the evolving consumer landscape, PGI focuses on understanding the 'platinum consumer' who is young, digitally connected, and seeks differentiation and self-expression. "Precious jewellery has become an integral part of daily fashion choices, particularly as a means of self-expression. Young consumers seek out to be different in a sea of sameness – growing individuality and the need for distinction have pushed this further", stressed Martis, aiming to resonate with consumers on a personal and emotional level.

Moreover, PGI has crafted a presence that integrates both online and offline platforms. Martis emphasises the importance of creating ample opportunities for platinum to captivate consumer attention, fostering discovery and exploration. 

Martis underscores the significance of a data-driven, targeted approach to deployment. By leveraging data analytics, PGI ensures that its marketing efforts resonate with the right audience, activating critical platforms and vehicles across the marketing funnel. 

PGI maintains a delicate balance between traditional and digital channels. Television, print, and outdoor mediums provide an optimised broad-based reach and hyper-local connection. Simultaneously, social media, digital destinations, Over-The-Top (OTT) platforms, publisher platforms, and review forums contribute to driving familiarity with platinum, ensuring visibility across the spectrum. "From a media lens, our marketing efforts span various mediums, in an attempt to maintain a balance between traditional and digital mediums", Martis explains. 

Segmented Approach

Martis addressed the challenges of catering to both men's and women's markets by adopting a segmented approach. PGI operates across three distinct categories, namely, Platinum Love Bands which is targeted at young couples; Platinum Evara, catering to young women, shifting from heavy jewellery to more frequently wearable formats and Men of Platinum, focussing on qualities valued by men highlights the solidity, durability, and purity of platinum.

Focusing on their collection, Martis accentuated, "Men of Platinum boasts a design language that is both unique and meaningful. Each intricate element is thoughtfully embedded with significance, reflecting the values and qualities that men find both aspirational & inspirational".

Each category is strategically designed to fulfill specific aspirations and preferences, ensuring high levels of consideration among both audiences.

Cricket Icons as Brand Ambassadors

PGI's choice of cricketers is rooted in the emotional connection Indians have with cricket.

"Cricket is an emotion in our country. The attempt has been to capitalise on a winning combination of reverence for the game, an upcoming cricket icon & content that keeps the brand and its jewellery at the centre of it", said Martis. 

With the recent addition of Suryakumar Yadav as the face of Men of Platinum, Martis further explained, "The highlight of the campaign, however, is a series called 'A Minute with Men of Platinum X Suryakumar Yadav'. It unfolds in a succession of powerful mini-episodes, each highlighting a unique facet. Each episode spends a minute on a moment that showcases character traits that make one a Man of Platinum." 

Cricketing icons embody success and style, aligning seamlessly with the narrative of precious jewellery as a means of self-expression and social distinction.

Future of Platinum Jewelry in India

Martis expressed optimism about the future of the platinum jewellery market in India, citing factors such as sustained economic growth, a young demographic, and changing views towards jewellery. 

On the future of the platinum jewellery market, she stated, "India is projected to achieve a 7 per cent growth rate this year. Moreover, the demographic composition of the nation augments this potential significantly." She explained that the rise of aspirational consumers, increased awareness, and a preference for exclusive and contemporary offerings position platinum favourably.

Consumer marketing plays a pivotal role in the growth of platinum jewellery. PGI's data-driven, targeted approach spans various mediums, balancing traditional and digital channels. The brand ensures a national presence, reaching beyond metros to tier 2 and 3 markets. 

Martis stresses, "Brands are recognising the importance of establishing strong connections with consumers, especially among the younger demographic. By understanding consumer preferences and trends, brands can create collections that deeply resonate with their target audience."

Training programs and initiatives like the 'Platinum Season of Love' recognise and incentivise retailers, further spreading awareness.