Platinum Guild International (PGI) India has introduced a new campaign for its men’s jewellery brand Men of Platinum, featuring cricketer Rohit Sharma and music composer Anirudh Ravichander. Built around the idea ‘Enduring success is forged through character,’ the campaign explores how resilience, self-belief and personal conviction shape success, while presenting platinum as a symbol of strength and endurance. It also broadens the brand’s appeal across men’s jewellery styles, from contemporary, design-led pieces that express personal identity to statement jewellery associated with achievement.
The campaign features four films that draw on different experiences from Rohit and Anirudh’s careers. In Live up to it, Rohit reflects on the excitement of winning a match and hearing his name called out during gully cricket, before exploring the responsibility that comes with recognition and the need to live up to expectations. Its companion film, Showing Up, focuses on the challenge of finding belief again after a defeat. Rohit says, “Everyone thinks losing is the hardest part. But the hardest part is waking up the next morning and believing again.” Together, the films connect platinum’s enduring qualities with the resilience required to keep moving forward and meet the responsibilities that accompany success.
Anirudh’s films explore a different set of challenges. What’s Next revisits the comparisons that followed his hit song Kolaveri Di and his decision to measure his work against future possibilities rather than past achievements. “People think they have heard my best song, but I haven’t composed it yet,” he says in the film. In Unsure, he recalls being the youngest person in the room and dealing with the doubts that came with that experience. The narrative links platinum’s strength with the self-belief required to overcome uncertainty, continue creating and evolve professionally.
Speaking about the association, 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.”
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”
Sujala Martis, Director, Consumer Marketing, Platinum Guild International India, said the campaign reflects the brand’s ambition to reach men across different jewellery preferences and occasions. “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.”
Martis added that Rohit and Anirudh bring distinct experiences to the campaign, connecting their individual journeys with the themes of perseverance, responsibility and self-belief. The films build on these themes through moments of professional pressure, setbacks, expectations and uncertainty, using the two personalities’ experiences to communicate the brand’s central idea.
Mansi Shah, Business Head – Mumbai, Famous Innovations, said the creative approach began with platinum’s durability and extended the idea of endurance to the experiences of the two personalities. “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 roll out across digital platforms, print and outdoor media during the festive season across markets. Collection imagery featuring the jewellery and its design details will support the campaign.
