PGI Launches New Platinum Evara Marketing Campaign
Platinum Guild International (PGI) launched a new integrated advertising and marketing campaign to promote the all new range of its brand Platinum Evara. The campaign targets the millennial bride and groom who prefer platinum jewellery for its subtlety and emotional quotient.
The campaign is a 360-degree programme led by a new TVC, and supported by a robust communication plan that includes TV, cinema, print, digital, out-of-home and PR across markets to ensure high reach and frequency. The content across these mediums is focused to drive awareness and recognition for the new collection that appeals to the post-wedding lifestyle of the urban bride and groom. The programme also includes an in-store campaign, “A Shower of Blessings”, to address the last mile of the consumer journey.
Platinum Evara has seen a growth of around 15-20% in sales in the first six months of 2017 with continued support from PGI’s key retail partners. PGI attributed the growth to increased demand from younger consumers.