According to a new campaign from Platinum Love Bands, modern love has a different tale to tell. “It’s not just about the initial rush of emotions. But about what lies beneath, it is about the dreams, and aspirations that young women have today. It is about love being able to overcome fears of a very real kind. The fear of compromise, having to live a life where one constantly feels constrained, and unable to truly be oneself. Young love today seeks an equal partnership that lets one thrive.”
While these are the aspirations of young couples today, the campaign adds that one predominant cultural truth is still very much an arranged match. What has been added to it in the last few years is a period of courtship giving rise to the phenomenon of arranged-love marriages. This season, Platinum Love Bands seeks to shine a spotlight on those defining moments that change the course of a relationship. Those that propel each other forward, allow each other to grow. The campaign is a multi-media campaign supported via TV, print, digital and social.
The film is directed by Bollywood director Nitesh Tiwari and celebrates moments of distinct transformation, that change the trajectory of where a couple is headed. It zeroes in on a pivotal instance in an arranged match, where a couple is still in the phase of understanding each other.
Nitesh Tiwari, director of the film, shared his thoughts on the film’s narrative saying, “It was a wonderful experience to work on such a refreshing thought that formed the underlying thread for the entire narrative. It is simple to love the perfect side of your partner, but the true test of love lies in effortlessly committing to the less appealing aspects of your partner. It was the unsaid lines that emerged as the true heroes leading the narrative towards the core thought and instantly building a connection with modern couples who resonate with the film’s overarching messaging. I am delighted to have had the opportunity to work with Platinum Love Bands and create a film instrumental in unveiling its new campaign.”
Sujala Marits, Director- Consumer Marketing, PGI India added, “Relationships have evolved, becoming more individualistic than ever before, a sentiment echoed by the young women who make up our core audience. They seek partners who support them and let them flourish. This quest, however, has shifted the relationship landscape, with many modern depictions appearing transactional or even negotiated. While love has become hardwired, however, the dream of romance and magic still stays. We are platinum and wanted to approach this from the lens of a love that is truly rare, where the quest for acceptance of individuality didn’t mean the magic was lost. That’s what equal partnerships are based on. Finding a relationship based on shared dreams, strong support, mutual respect and acceptance in fact makes a love truly rare more so against the backdrop of arranged marriages. These are defining moments in a relationship that merit only platinum.”
“The pressure of perfection is very real. Especially in an arranged marriage, where every moment happens in front of the families, and you really don’t have the opportunity to be yourself until much later. We felt where folks always have to portray the best version of themselves, platinum stands for that rare love that lets people just be themselves,” said Vishnu Srivatsav, National Creative Director, 22feet Tribal Worldwide.
Ushering a new chapter in the brand’s narrative, the campaign launches a new collection of Platinum Love Bands available across leading jewellery retail stores in India.
