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Men of Platinum signs Rohit Sharma and Anirudh Ravichander for new 30sec film campaign
Our read
Men of Platinum's celebrity films will build awareness first, and sales will follow only if jewellers put men's platinum on their shelves.
For operators
Platinum Guild India has put Rohit Sharma and Anirudh Ravichander behind 30sec Men of Platinum films, so jewellery retailers can expect more men's platinum enquiries and should check that their men's range and staff pitch are ready.
Watch
Retail partners running the Rohit Sharma–Anirudh Ravichander films in-store before the festive season would mean jewellers are stocking men's platinum, not just watching ads.
Ask next
What else has Men of Platinum launched this year?The report
Platinum Guild International India launched 30sec films for its men's jewellery brand Men of Platinum, featuring cricketer Rohit Sharma and composer Anirudh Ravichander. The campaign, built on the thought 'Enduring success is forged through character', signals an expansion of the men's platinum jewellery category.
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Why it matters for the brand
This is a trade-body campaign to grow the men's platinum jewellery category, not a listed company's spend, so it is a marginal demand signal with no direct earnings impact.
What to track next
- Announcements of new jewellers carrying Men of Platinum ranges after the launch
- A second phase or new film featuring the same two names
- Rival gold or diamond brands launching men-focused campaigns
- Platinum Guild commentary on men's platinum demand at the next trade event