Platinum Guild International (PGI) India has announced a focused hyperlocal activation programme ahead of the upcoming wedding season, aimed at strengthening consideration for platinum jewellery across key markets. The wedding season is an important period for jewellery purchase and gifting, and this strategic initiative is designed to deliver high reach and frequency across premium catchments, increasing visibility for platinum jewellery closer to key consumer decision-making moments. Running from mid-June to mid-July 2026, the program highlights PGI India’s main theme of building brand presence where purchase journeys begin, boosting category relevance, and supporting retail partners during an important buying season.
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Strategic Hyperlocal Activation and Consumer Engagement
Building on the momentum of Platinum Season of Love and Men of Platinum: Chosen by Mahi, PGI India is extending its consumer engagement efforts through a market-by-market activation approach that brings platinum closer to consumers during an important purchase occasion.
The initiative reflects PGI India’s continued commitment to strengthening category relevance for platinum jewellery. By creating high-frequency visibility across key consumer touchpoints, the programme aims to support retail growth during one of the most important buying periods.
Phygital Media Mix Driving the Initiative
To maximize visibility and drive consideration across key markets, the programme will leverage a diverse mix of digital and phygital platforms:
- Targeted Digital Campaigns: Utilizing internet-based platforms for tailored consumer reach.
- Intent-Based Audience Targeting: Reaching consumers displaying active interest in jewellery purchases.
- Geo-Targeted Media: Focused deployment across premium catchments.
- MyGate Activations: Engaging affluent residential communities.
- Metro Branding: High-impact visibility campaigns in Kolkata and Chennai.
As platinum increasingly emerges as a meaningful choice for wedding gifting, it offers consumers a distinctive way to celebrate important relationships and milestones. Through this hyperlocal programme, the focus is to build visibility where purchase journeys begin, strengthen consideration for platinum jewellery, and support retail partners across key markets as consumers prepare for an important buying season.
About Platinum Guild International (PGI)
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 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, 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.
Purity Assurance Program
PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.
Under Platinum Guild India’s quality assurance programme, the parameters include:
- High Assured Purity: Each individual piece of Jewellery has an assured purity as high as 95%.
- Stamping and Certification: As a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.
- Unique Identification Number: A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself.
Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.
FAQ’s
1. What is PGI India’s new wedding season initiative?
PGI India has launched a hyperlocal activation programme aimed at increasing awareness and consideration for platinum jewellery during the upcoming wedding season. The campaign focuses on reaching consumers at key decision-making moments and supporting jewellery retailers across important markets.
2. When will the platinum jewellery campaign run?
The campaign is scheduled to run from mid-June to mid-July 2026, coinciding with an important jewellery-buying period ahead of the wedding season. The timing is intended to maximize consumer engagement and purchase consideration.
3. What marketing channels are being used in the campaign?
PGI India is utilizing a mix of digital and phygital platforms, including targeted digital advertising, intent-based audience targeting, geo-targeted media campaigns, MyGate activations in residential communities, and metro branding initiatives in cities such as Kolkata and Chennai.
4. How does PGI India ensure the purity of platinum jewellery?
Under its Purity Assurance Program, PGI India certifies platinum jewellery with a minimum purity of 95% (Pt950). Each piece carries a Pt950 hallmark, a tamper-proof quality assurance card, and a unique identification number to ensure authenticity and transparency.
5. Why is platinum jewellery gaining popularity for weddings and gifting?
Platinum jewellery is increasingly being chosen for weddings and special occasions due to its rarity, durability, and premium appeal. Consumers view platinum as a meaningful and distinctive gifting option that symbolizes lasting relationships and important life milestones.
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