MxMIndia

Tag: Platinum Guild International

  • It celebrates the brides who rethink wedding traditions that are irrelevant in modern times

    Platinum Evara celebrates the rare choices made by women

    By A Correspondent

     

    Platinum Evara, through its Women’s Day campaign, #RedefiningRituals, has been conceptualised by Dentsu Webchutney.

     

    Said Sujala Martis, Director Consumer Marketing, Platinum Guild International – India: “Young brides-to-be today are a departure from the past. They have come a long way. They are far more individualistic, optimistic, spirited – quite unlike the coy, hesitant and ‘fearful of the future’ brides-to-be from the past.  The young modern Indian bride embraces tradition but does not let it pull her down. Especially when it comes to wedding rituals, she challenges and attempts to reinterpret rituals that question her sense of self, dictate her relationships and discriminate based on gender. We see cases of women questioning these rituals and negotiate them. We want to celebrate these young women who have made the rare choice of courage to question and then reimagine – it is changes like this that are contributing to transform our society, making it more equal and progressive for her present and future generations.”

     

    Added Pravin Sutar, Executive Creative Director, Dentsu Webchutney: “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be part of. There are a few who are redefining their wedding rituals; wedding rituals that might bring some more sensible new thinking into the society. This campaign celebrates these rare women.”

     

     

  • it is a collection of films that celebrate couples who meet each other halfway

    Dentsu Webchutney launches #EqualsInLove for PGA India

    By A Correspondent

     

    PGI India has launched #EqualsInLove campaign, a collection of films that celebrate couples who meet each other halfway. The films are conceptualised and executed by Dentsu Webchutney.

     

    Said Sujala Martis, Director Consumer Marketing, Platinum Guild International: “If left to its own, the conversation around love and relationships during this time of the year can get very sugary and mushy. As a brand, we stand for a certain level of maturity and wanted to approach this conversation from a slightly higher order lens. Modern couples do not look at themselves through gender defined roles and responsibilities…equality is a very valid and important value amidst them. It’s part of what can make the love you share rare.”

     

    Added Pravin Sutar, Executive Creative Director, Dentsu Webchutney: “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with the themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.”