PGI Launches New Plat­inum Evara Mar­ket­ing Cam­paign

Solitaire - - SPECTRUM -

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.

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