Wavemaker unveils an innovative campaign for Platinum Love Bands featuring anamorphic outdoors and a unique collaboration with JioSaavn
February 2024: What better way to celebrate this Valentine’s Day than with the metal of love? Platinum Love Bands aims to elevate the celebration of Valentine’s Day, with the ultimate symbol of love – rare platinum. Perfect for those ready to embark on a journey of commitment, or mark a big moment in their relationship journey, these bands will make Valentine’s Day truly unforgettable.
With the ability to make passersby halt in their tracks, gigantic digital screens unveil pairs of exquisitely crafted Platinum Love Bands as they step out of their box. The viewer is treated to a spectacle of animated Platinum Love Bands, elegantly rotating around the box as they showcase their intricate design and craftsmanship. Activated across all key markets these outdoors truly make the jewellery designs larger than life and underline the brand’s tag line – For a love so rare.
But that’s not all! In the spirit of Valentine’s Day, Platinum Love Bands has also collaborated with the leading music streaming service, JioSaavn, to provide consumers with a special opportunity. They can now create custom dedications for their loved ones through #PlatinumLoveJukeBox. The initiative enables couples to curate a personalized playlist for their beloved, selecting songs that deeply resonate with their unique love story and language of love. Once completed, this tailor-made playlist can be easily shared with your partner, accompanied by a heartfelt, personalized message of love. Moreover, sharing this special playlist on various social media platforms becomes an expression of love.
Speaking on these innovative activations, Sujala Martis, Consumer Marketing Director, PGI India shared, “Platinum is the ultimate symbol of modern love. This month of love, the intent was to elevate the upcoming Valentine’s Day experience for our audience, with an innovative visual experience on one hand via, immersive anamorphic outdoors that make the lure of platinum seem larger than life. And an exciting partnership with JioSaavn on the other, allowing couples to express their love through music by creating their own playlists for each other. Social media today is a loud declaration of one’s relationship status encouraging couples to then share their dedicated playlist on social, completes the loop.”
Conceptualized and executed by Wavemaker, Shekhar Banerjee, Chief Client officer and Office Head – West, North and East, Wavemaker India said, “Valentine’s Day is a time for creating unforgettable moments and exceptional experiences with the ones we love. We understand the importance of crafting innovative experiences that capture attention and forge meaningful connections. That’s why we’re thrilled to present our latest offering: an immersive journey featuring PGI’s Platinum Love Bands. Our aim is to provide an experience that goes beyond the ordinary, filled with breath-taking visuals and interactive elements that celebrate the beauty of love. We want to fill the air with joy and love for all the couples out there, and this innovative experience is our way of paying tribute to the power of love.”
With immersive and experiential activations, this Valentine’s Day, Platinum Love Bands truly aims to highlight how the metal of love is an ideal option celebrate this month of love. Visit www.platinumdaysoflove.com for more information.
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.
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, each individual piece of jewellery has an assured purity as high as 95%. And 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.
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.
