Platinum Guild International (PGI) India has introduced a new campaign for its men’s jewellery brand, Men of Platinum, featuring Indian cricketer Rohit Sharma and renowned music composer Anirudh Ravichander. The campaign explores how character, resilience and self-belief influence lasting success while highlighting platinum jewellery as a symbol of strength and individuality.
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Built around the central thought, “Enduring success is forged through character,” the campaign aims to connect with men who view jewellery as both a personal style statement and a reflection of their achievements, values and convictions.
The initiative also marks an effort to broaden the appeal of men’s platinum jewellery, bringing together contemporary, design-led pieces and distinctive statement jewellery for different preferences and occasions.
Men of Platinum Campaign Highlights Four Personal Stories
The campaign features four films, each drawing on experiences from Rohit Sharma’s cricketing career and Anirudh Ravichander’s musical journey. The stories focus on the challenges that come with success, including responsibility, setbacks, expectations and self-doubt.
Rohit Sharma’s Films Focus on Responsibility and Resilience
Rohit Sharma appears in two campaign films, Live Up to It and Showing Up, which explore the importance of responsibility and perseverance.
In Live Up to It, Rohit reflects on the excitement of winning a match and hearing his name announced during gully cricket. As his recognition grows beyond those early experiences, the story examines the responsibility of living up to a name and maintaining the standards associated with it.
The second film, Showing Up, focuses on the morning after a defeat and the challenge of finding the confidence to begin again. It presents resilience as the ability to return, put in the effort and continue believing despite disappointment.
Rohit Sharma said, “Platinum is known for its enduring strength, and I think that makes it a powerful symbol of the character it takes to keep moving forward, no matter what comes your way. I have always believed that while success is important, how you get there matters just as much. The decisions you make under pressure, how you respond when things don’t go your way, and how you bring people along with you – that says a lot about who you are. That idea of character is something I connect with strongly in Men of Platinum.”
The films draw a parallel between platinum’s lasting strength and the determination required to face setbacks, fulfil expectations and sustain success over time.
Anirudh Ravichander’s Films Explore Creativity and Self-Belief
Anirudh Ravichander features in What’s Next and Unsure, two films that examine the challenges of maintaining creative momentum and trusting one’s abilities.
In What’s Next, the composer reflects on the comparisons that followed the success of his hit song Kolaveri Di. The film highlights his approach to moving forward by focusing on his future creative potential rather than attempting to recreate an earlier achievement.
Anirudh says in the film, “People think they have heard my best song, but I haven’t composed it yet.”
The second film, Unsure, revisits his experience of being the youngest person in the room and dealing with the doubts that accompanied that position. The narrative connects platinum’s inherent strength with the confidence needed to overcome uncertainty and continue creating.
Sharing his perspective on the campaign, Anirudh Ravichander said, “For me, success is about believing in yourself, creating your own path and continuing to evolve. There will always be opinions about what you should do, but having the conviction to trust your instincts and keep moving forward is what matters. That idea of character is something I connect with strongly in Men of Platinum. Platinum is known for its strength and ability to endure. To me, that makes it a fitting symbol of the self-belief it takes to keep creating, evolving and moving forward”
PGI India Expands Men’s Platinum Jewellery Across Styles and Occasions
According to Sujala Martis, Director, Consumer Marketing at Platinum Guild International India, the campaign reflects changing opportunities in the men’s jewellery market. The brand aims to reach a broader audience by offering jewellery that ranges from statement pieces associated with achievement and presence to contemporary designs suited to individual expression.
Sujala Martis said, “Men’s relationship with jewellery is opening up a much bigger opportunity for platinum. We are expanding Men of Platinum across styles and occasions—from statement pieces that reflect achievement and presence to contemporary, design-forward jewellery that becomes part of a man’s individual expression. The ambition is simple: to make platinum relevant to more men, in more moments of their lives. Rohit and Anirudh bring this expanded world to life through two distinctive and equally compelling journeys. Their experiences are different, but reveal how character shapes success. That gives us a powerful way to connect their stories with platinum—a metal defined by its inherent strength and ability to endure. The campaign makes that connection through deeply human moments: living up to a name, finding the strength to begin again, moving beyond a breakthrough, or overcoming self-doubt. Rohit and Anirudh respond to these moments in their own ways, but the underlying truth is the same: character reveals itself in what you choose to do when you are tested. That is what makes their stories such a natural expression of Men of Platinum.”
The campaign positions platinum as more than a precious metal, connecting its durability with the personal qualities that help individuals navigate challenges and continue progressing in their respective fields.
Famous Innovations Explains the Campaign’s Creative Approach
Mansi Shah, Business Head – Mumbai at Famous Innovations, said the creative direction began with platinum’s association with endurance and extended that idea to the personal journeys of both campaign ambassadors.
Mansi Shah said, “Platinum gave us a beautiful starting point because endurance is built into the metal itself. We wanted to take that idea beyond the metal and look at what it really takes to endure. Rohit Sharma and Anirudh Ravichander have walked very different paths – Rohit has always had resilience, while Anirudh has kept moving forward, constantly reinventing himself along the way. But both have shown us that staying the course takes more than talent. It takes the conviction to keep going, keep evolving and keep showing up for what you believe in. And that’s the kind of success we wanted to celebrate.”
Through the contrasting experiences of a cricketer and a music composer, the campaign seeks to communicate a common message: lasting success requires more than talent, relying equally on determination, adaptability and the willingness to keep moving forward.
Men of Platinum Campaign Rollout During the Festive Season
The campaign will be rolled out across digital platforms, print publications and outdoor media in multiple markets during the festive season. The rollout will also feature collection imagery highlighting the jewellery designs and their distinctive details.
The four campaign films are:
- Rohit Sharma: Live Up to It and Showing Up
- Anirudh Ravichander: What’s Next and Unsure
Each film uses personal experiences to communicate the campaign’s central message while presenting platinum jewellery as an expression of individuality, conviction and enduring character.
About Platinum Guild International (PGI)
Platinum Guild International (PGI) is a marketing organisation established in 1975 with the vision of developing the global platinum jewellery market as a source of demand for platinum. It works with consumers, jewellery manufacturers and retailers to build awareness and appreciation of platinum’s distinctive properties.
PGI operates through dedicated teams and industry partnerships in four key jewellery markets: China, India, Japan and the United States. Its programmes include consumer marketing, jewellery development, education and collaborative initiatives designed to strengthen platinum’s position in the jewellery industry.
Platinum Purity Assurance Programme
PGI has partnered with TÜV India Pvt Ltd to implement an audit programme designed to provide assurance regarding platinum purity under its programme.
According to the organisation, jewellery covered by its quality assurance programme carries an assured purity of up to 95%. Each qualifying piece is stamped Pt950 and accompanied by a tamper-proof quality assurance card intended to help distinguish authentic platinum jewellery from other products.
The programme supports consumer confidence by highlighting platinum purity and providing an identifiable assurance mechanism for eligible jewellery.
FAQ’s
1. What is the new Men of Platinum campaign about?
The new Men of Platinum campaign by Platinum Guild International India celebrates the role of character in achieving lasting success. It explores themes such as resilience, responsibility, self-belief and perseverance while presenting platinum jewellery as a symbol of strength and individuality.
2. Which celebrities feature in the Men of Platinum campaign?
Indian cricketer Rohit Sharma and music composer Anirudh Ravichander are the faces of the campaign. Their different professional journeys illustrate how determination, personal values and the ability to overcome challenges can contribute to sustained success.
3. What are the four films featured in the campaign?
The campaign includes four films: Live Up to It and Showing Up, featuring Rohit Sharma, and What’s Next and Unsure, featuring Anirudh Ravichander. Each film explores a different aspect of character, from handling responsibility and recovering from setbacks to overcoming self-doubt and continuing to evolve.
4. What message does the Men of Platinum campaign communicate?
The campaign communicates that enduring success depends on more than talent or achievements. It highlights the importance of conviction, resilience, adaptability and the willingness to keep moving forward during difficult moments. Platinum’s strength and durability serve as a parallel to these qualities.
5. Where will the Men of Platinum campaign be promoted?
The campaign will be promoted across digital platforms, print publications and outdoor media in multiple markets during the festive season. It will also feature collection imagery showcasing the jewellery designs and their details, supporting the brand’s effort to reach men with different preferences and styles.
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