The campaign is a content partnership with the leading lifestyle magazine Grazia
Link to campaign videos
https://www.instagram.com/p/CmLvGTfohMo/
https://www.instagram.com/p/Cl-r9C6NAmt/
https://www.instagram.com/p/ClxibzjIf3w/
December 2022: Jewellery is intrinsically linked to femininity and young women today aren’t
afraid to be their true authentic selves. They rejoice in their own unique interpretation of
femininity. They are not fighting to prove their worth as a woman but confidently occupying a
seat at the table. In fact, today’s young women are unapologetic about their choices and
empowered by the strength of their unique identity. Platinum EVARA the jewellery line of
precious jewellery cast in platinum from Platinum Guild International (PGI)- India celebrates this.
Meant for women who revel in every trait that makes them distinctive. Only a metal as rare and
distinct as Platinum resonates with the many facets of this one-of-a-kind woman and reflects the
myriad of values that come together to define her
This leg of the brand’s #VeryRareVeryYou campaign includes a content collaboration with
Grazia India, a leading fashion and lifestyle magazine for young millennials and Gen-Z. It
showcases three young women influencers – stars in their own right and their inimitable
personal choices that make them truly unique in a world of ever-changing trends and fads.
Built on a lighter note with a playful tonality, each piece of content in the series captures these
women in candid, fun moments and highlights their unique POV (point of view) as they adorn
statement pieces from Platinum EVARA. Taking a leaf out of the social media trend of capturing
unique individual views, it offers a glimpse into the protagonist’s world and the perspectives that
make them who they are! Jewellery is integral to the expression of this identity, and they
express their personality through the pieces they wear. It enhances and celebrates the pride
they feel in their femininity.
The first piece of content features Yohani, a Sri Lankan singer and songwriter who has
been making waves in the world of music with her hit “Manike Mage Hithe”. Viewers get a
glimpse into moments of her life as she shares her opinions on all things important and trivial. It
showcases her take on subjects that range from being comfortable with late replies to texts, to
finding remixes cool, to taking a jibe at those who claim that awards don’t count. As part of her
narrative, she also talks about how donning platinum jewellery to her is a means of self-
expression.
Yohani expressed her excitement about the collaboration and stated, “I am extremely proud of
this collaboration with Platinum Evara and Grazia. Platinum truly represents the evolved young
women of today who hold jewellery as an intimate expression of their true selves. While the
guitar makes me feel empowered, the stunning platinum pendant and earrings make me feel
great about myself and my journey so far. The video is very close to my heart as it makes a
simple but profound statement, showcasing all that constitutes my point of view and that of other
young women around me.”
Starring South Indian actress Mrinalini Ravi, the second piece of content begins with the
actress expressing her joy at being able to showcase her personal point of view rather than
portraying that of a character on screen. From ignoring fake news to recycling outfits, Mrinalini
shares her unique opinions on her passion being her soulmate that has given her freedom and
all the things that she loves and finds precious.
Mrinalini has expressed her thoughts on the collaboration, “For me, every piece of jewellery
has a story to tell and these lovely statement pieces from Platinum Evara, let me tell my story. I
absolutely love splurging on my favourite platinum jewellery pieces to mark those special and
intimate life moments. It has been a pleasure to be a part of this campaign in collaboration with
Grazia, it highlights the distinct perspective of modern young women who don’t shy away from
living their lives on their own terms.”
The third video in the series features actor and model Aisha Ahmed and celebrates various
aspects of her effervescent personality. Contrary to what one would believe an actor and model
chooses, Aisha admits to night-ins being the best. She also shares the quirky side of her
fashionista image by admitting that socks with sandals are how she loves to roll. Comfortable in
her personal style that she calls comfy chic she knows that being surrounded by strong women
is what has shaped her into the confident woman that she is today.
Aisha shares her thoughts and states, “The stunning platinum jewellery by Evara allows me to
channel my inner diva and revel in being just me. It lets me take my style game a notch higher.
This collaboration with Grazia and Platinum Evara has allowed me to share thoughts that have
shaped my point of view. I firmly believe that no matter how much things change, we must be
comfortable with our own pace, and own our own space.”
Speaking on this campaign, Sujala Martis, Consumer Marketing Director, PGI- India said,
“Platinum EVARA has always stood for a celebration of womanhood. Through this campaign,
we wanted to strike a chord with today’s younger women who value authenticity & being true to
who they are as individuals. They desire the freedom to live from the heart & revel in their
independence. For them, self-acceptance, self-growth & self – love are all critical aspects of
embracing who they are unabashedly. Jewellery to them is an emotion, it represents their style
and individuality.”
Tenzin Wangdi, Creative Director, Famous Innovations who helped shape this campaign
had this to say, “The joy of being a woman is something that’s meant to be celebrated. And
that’s what the campaign is all about. #FromMyPOV marks the desire and free will of young
women today who know that their biggest victory is in being themselves, unapologetically. In
this campaign, we get up close and personal with the three influencers and hear what they have
to say, in their own fabulously feminine style”.
Grazia India spokesperson says, “We are extremely excited to have collaborated with
Platinum EVARA by PGI India for this beautiful campaign #VeryRareVeryYou. At Grazia, we
have always strived to celebrate womanhood and femininity by bringing to life unique and varied
stories of women across the country. Our brand values were thus perfectly in sync with Platinum
EVARA – a brand that also stands for a celebration of modern and progressive young women.
Through this partnership, we were able to allow viewers to get a sneak peek into the worlds of
Yohani, Mrinalini & Aisha. We opted for clean, yet dramatic visual grammar, with beautiful
jewellery shots that bring platinum to life in an organic way that truly celebrates these young
women and their unique points of view.”
This content is a part of the larger integrated marketing campaign spanning Print, OOH, and
Digital & Social. The latest collection of Platinum EVARA is available across 1500+ leading
jewellery retail stores in India.
Website: https://https://platinumevara.com/
Facebook: @PlatinumEVARA
Instagram: @PlatinumEVARA
