Platinum Guild India in its second edition of season of hope commemorates learnings of the past as consumers transition into the future

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After the success of last year’s retail initiative ‘Season of Hope’, Platinum Guild India (PGI) has launched the second edition of the month-long initiative from 8th October 2021 – 7th November 2021.

Platinum’s Season of Hope will spread out to 1370+ retailers across the country ushering in the all-important festive and wedding season. As consumers transition into the new normal, once again, there is renewed vigour for marking those special moments in life. This season is expected to further drive consumer sentiment and serve as a ray of much-needed hope and positivity.

The gems and jewellery industry has been impacted due to the second wave of Covid-19. But the country has seen a significant recovery since the markets began to open up in June 2021. Furthermore, some very encouraging factors have emerged from Platinum Guild India research. It indicates that the young consumers’ appetite to spend on precious jewellery continues to remain strong with 66% expecting to spend the same or more.

Also, for platinum consumers, precious jewellery remains important. Many would continue to purchase it, as it retains its value, is personally meaningful and marks significant emotions and relationships that they cherish.

Last year saw this initiative achieve an average growth of 29% over the same period in 2019 for all participating retailers and the intent is to recreate that magic.

The digital campaign this year dwells on an insight that emerges from the journey of what most have been through in the past year.

The country saw one of its worst crises yet when the second wave of the pandemic hit. Though we witnessed unseen levels of frustration, helplessness, anxiety, and fear, we also discovered the depth of our strength, kindness, compassion and resilience. This trial by fire in many ways allowed us to learn more about ourselves and the relationships we value. We learnt to become better versions of ourselves and find that optimism for tomorrow. It is these discoveries that the latest edition of Platinum Season of Hope urges us to mark and celebrate.

The film opens with a couple engaged in friendly banter, with the husband dramatically presenting his wife a flower and thanking her for teaching him the small little survival skills like cooking & washing that earlier seemed impossible to him.

Together they recall the minute yet intimate moments that they have experienced together somehow managing to always have something to smile about at the end of it all. As the story unfolds, we unravel their relationship journey amidst what was perhaps the most challenging times for them, and how they managed to yet find hope, it echoes what most couples have experienced during this pandemic.

The film ends with a poignant moment, as the husband presents his wife, a pair of exquisitely crafted Platinum Love Bands. An expression of their love, a symbol of hope and a marker of their relationship journey. The couple exchange rings and toast to the future, to hope, to all the things they learnt and discovered as they transition into this new normal.

Narrated in a classic slice-of-life style, it leaves one with a feeling of hope, a gentle reassurance that equipped with the learnings of the past; one can look forward to a better and brighter tomorrow!

Watch the (Platinum Guild India) Platinum season of hope film below.


Speaking on the campaign, Sujala Martis, Consumer Marketing Director, Platinum Guild India says, “2021 has been tough, many went through many upheavals. There is a lot we learnt about ourselves and the relationships we value. These learnings have made us better versions of ourselves. Now that one can finally see the light at the end of the tunnel, it’s an important transition to mark. The last quarter of the year always brings with itself an irrepressible sense of hope and festivity – it seems apt to mark this transition at a time like this. Through Season of Hope, we aim to set the stage for a buoyant festive season.”

The campaign has been conceptualized and executed by VMLY&R and Carbon Black Films.

Speaking on the brand film, creative agency leadership adds,

“The Platinum Season of Hope campaign for this year does exactly what it sets out to do. By capturing the zeitgeist of a billion Indians, who have bravely faced the pandemic, supported their communities and families and now look forward to progress in life but armed with their experiences and inferences from the pandemic period. It’s a delicate and intimate campaign with powerful insight and rendered in a nuanced way.” – Anil Nair, CEO

“The intimacy between the two characters is central to the plot and makes the film truly heartfelt and relatable. Through the pandemic, they have discovered aspects about each other that have made their love stronger giving them hope for tomorrow, no matter what lies ahead. The film starts on a playful, light-hearted note and hits an emotional high, all in 60 seconds. Kudos to the team and our director John Francis for capturing all that, and doing justice to a very nuanced script.”  Mukund Olety, CCO  

Being a category fronted initiative, Season of Hope 2021 will straddle all 3 platinum jewellery categories, Platinum Days of Love – the couple bands offering, Men of Platinum – the offering for men & Evara – placed in the women’s segment.

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Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and the USA. Since then, jewellery development has demonstrated a strong track record in delivering results.

Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.

PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, the USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.

Since 2015 PGI has been headquartered in Hong Kong. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.


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