A new multimedia campaign highlighting the qualities of platinum jewellery has been unveiled in India, it was revealed yesterday (7th September).

Leading marketing body Platinum Guild International devised the project in order to draw on the strong traditional connection between jewellery and marriage in India.

Metal Communications, which created the campaign, has developed a special television advert, while also launching a 'Platinum Day of Love' to symbolise its intentions.

"For a high-value, truly premium category like platinum jewellery to not remain aloof and forever distanced, what was needed was a human truth of class and depth," explained Narayan Kumar, Director and Chief Creative Officer at the firm, in an interview with Campaign India.

"A majority of India still goes by getting married first and finding love next. The moment or day of finding love is often more important to the couple than their date of engagement or even their wedding day."

As a result, the Platinum Day of Love is said to represent a celebration of an Indian married couple expressing their love for the first time, while the advert aims to depict the moment of realisation.

Platinum Guild International was founded in 1975 and is funded by the world's leading platinum producers and refiners.

Source:

Platinum aims to make a connect between jewellery and Indian marriages (07/09/09)

Ÿ Adfero Ltd