Platinum Guild International (PGI) India unveiled a new campaign for its men’s jewellery brand Men of Platinum, featuring cricketer Rohit Sharma and music composer Anirudh Ravichander. The campaign signals an expansion of the men’s platinum jewellery category, speaking to a wider spectrum of men—from those seeking contemporary, design-led pieces as an expression of personal style to those drawn to distinctive statement pieces that reflect their achievements. Centred on the thought ‘Enduring success is forged through character,’ the campaign connects these different expressions of success through the choices, convictions and values that shape each journey.
As accomplished icons in their respective fields, Rohit Sharma and Anirudh Ravichander bring different perspectives to this philosophy. They talk about what it takes to sustain success, and what it takes to keep building it; with platinum making for an enduring, strong symbol of this journey.
In ‘Live up to it’, Rohit remembers the joy of winning a match and hearing his name called out during gully cricket. As that name becomes known far beyond the gully, the film turns to the responsibility that comes with it—and what it takes to live up to it, every day.
‘Showing Up’ moves to the morning after a lost game, when believing again is the hardest task. For Rohit, resilience means returning and showing up every day. As he puts it in the second film, “Everyone thinks losing is the hardest part. But the hardest part is waking up the next morning and believing again.” Across both films, platinum’s ability to endure becomes a fitting parallel for the resilience to keep showing up, through every test and the sustaining the responsibility of living up to a name.
Anirudh Ravichander’s ‘What’s Next’ begins with the comparisons that followed his mega-hit Kolaveri Di. He finds his way forward by measuring his work against his own possibilities rather than repeating a past success; as he says in the film, “People think they have heard my best song, but I haven’t composed it yet.”
In ‘Unsure’, Anirudh recalls being the youngest person in the room and the persistent voice of doubt that came with it. The film links platinum’s quiet strength to the conviction that eventually becomes the sound of his music.
Across the campaign, platinum becomes a personal expression for each man. Through moments of pressure, doubt, expectation and perseverance, their stories reveal, character behind success—giving human expression to platinum’s inherent strength and ability to endure.
* Campaign Film Links
Rohit Sharma – Live up to it
Anirudh Ravichander – What’s Next
Commenting on the campaign, 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.”
Sharing his perspective Anirudh Ravichander commented, “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”
Sujala Martis, Director, Consumer Marketing, Platinum Guild International India, 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.”
Mansi Shah, Business Head – Mumbai, Famous Innovations shared: “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.”
The campaign will be rolled out across the festive season via digital platforms, print and outdoor media across markets, supported by collection imagery that brings the jewellery and its design details into focus.
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From the prosperity of Dhanteras to the radiance of Sharad Purnima and the victory of Vijayadashami, let every festive moment shine with timeless elegance.
#hzinternational #festivebrilliance #luxuryjewellery #heerazhaverat
Heera Zhaveraat (HZ International) A Diamond, Watch and Jewellery Trade Promotion Magazine provide dealers and manufactures with the key analytical information they need to succeed in the luxury industry. Pricing, availability and market information in the Magazine provides a critical edge.
