10 October 2024: The rise of women’s cricket in our country has been nothing short of inspirational and it offers the perfect platform for Platinum Evara, platinum jewellery aimed at the young woman segment. After the unprecedented success of its campaign #IGotThis at the WPL, Platinum EVARA has returned with #GirlsGotThis, in its nuanced celebration of womanhood and modern femininity. With #GirlsGotThis, the brand moves from a personal narrative to now celebrating the collective spirit of self-belief.
Platinum Evara embodies the essence of “Very Rare, Very You” – much like the rare, precious metal platinum & the young woman of today who wears it. The brand has associated with women’s cricket since 2023. Through its association with the sport, Platinum Evara has spotlighted qualities that spur women today. They believe in exploring their strengths, embracing their flaws, and most importantly, taking pride in who they have come to be.
Once dominated by men, cricket is now witnessing a powerful shift, which has in fact only gathered momentum in the recent times. The Indian Women’s Cricket team has shattered barriers with their talent, resilience, and achievements. #GirlsGotThis celebrates their journey, reflecting the spirit of self-confidence and the support they have earned from an entire nation.
Once again, the Platinum Evara Instagram handle has transformed into the loudest cheerleader of the Indian Women’s Cricket team, as “Proud Cheerleaders of The Women’s Cricket Team”. The intent is to foster a sense of community among fans, while also amplifying the brand’s presence during the tournament.
Deployed primarily over social media, Platinum Evara’s #GirlsGotThis encourages cricket fans from across India to come together to cheer for the Girls in Blue all through the T20 World Cup tournament. In doing so, the brand has used the power and ingenuity of technology to devise a special Platinum Evara Cheer Collector filter where fans and consumers can come to express their best wishes for Team India. The Platinum Evara team additionally hit the streets, markets, and cafes across the country to capture the spirit of fans. From spirited chants to heartfelt messages; by women and men; and in different languages the message has been loud and clear – that our #GirlsGotThis!
Adding further momentum to the campaign, Platinum Evara partnered with women sports influencers and cricket fan clubs to amplify the message. These influencers and fan groups invited their followers to join in and cheer for Team India, creating a ripple effect of support across social media.
Kiran Khadke Co – founder Hyperconnect had this to say “With #GirlsGotThis, we wanted to create more than just a campaign—we aimed to spark a movement. Our goal was to capture the essence of self-belief and resilience, not only in women’s cricket but also in every young woman across the nation. Platinum Evara’s connection to cricket gave us the perfect platform to amplify that message, and by harnessing the power of fan engagement and technology, we’ve turned cheers into a celebration of strength, unity, and winning spirit”
Speaking about the initiative, Sujala Martis, Consumer Marketing Director, PGI-India shared, “Platinum Evara’s storytelling resonates with today’s young woman, showcasing her unique interpretation of femininity. Our association with cricket provides an authentic platform to celebrate the achievements of the Women’s Cricket team. #GirlsGotThis moves beyond acknowledgment to a powerful celebration of their spirit, which deserves the full support of the nation. By harnessing a tiny bit of technology, we’ve amplified the passion and energy of thousands of cricket fans rooting for the Girls in Blue.”
The season’s latest Platinum EVARA collection is available across leading jewellery retail stores in India.
Website: https://platinumevara.com/
