Men of Platinum: Hitting a 6 with KL Rahul

Men of Platinum, a jewellery brand, launched a 6-episode miniseries to showcase platinum jewellery, the League of Platinum Men, in India to build consumption, create pull and increase consideration.

The marketing objective

This is the story of a brand that built its own ground amidst what is an indelible part of India's cultural landscape - Gold. Gold as an industry accounts for 1.3% of India's GDP and a huge majority of the $50Bn+ jewellery market. The category spends an eye popping ∼1600Cr making it's dominance larger than life.

It is within this landscape that Platinum still a nascent category spotted an opportunity within the men's segment. But it needed a whole new approach, a new narrative to shift the focus away from ingrained behavioral codes.

Platinum Guild International (PGI),...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands