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PGI India launches new digital campaign #FriendsFirst

Platinum Guild International

For Friendship Day, the Platinum Guild International (PGI) – India has launched a new digital campaign that celebrates friendship between couples.

Developed and conceptualised by Dentsu Webchutney, the digital campaign features three short and three long digital videos that brings out little instances of pure friendship that exists among couples. The stories beautifully exhibit rare relationships which have honesty, vulnerability, companionship and mutual respect because it has friendship at its core. The love that results from such a partnership is truly one of a kind and deserves to be celebrated with an equally rare and precious metal – Platinum.

“Our research has shown that ‘friendship’ is extremely aspirational in a couples’ relationship both before and after marriage. Finding a best friend in your partner is rare, retaining friendship in your relationship even rarer. With this campaign, we aim to encourage couples to remember and aspire to be #FriendsFirst. Mark this friendship day as your Platinum Day of Love”, said Sujala Martis, director, consumer marketing, Platinum Guild International – India.

Commenting on the campaign, Pravin Sutar, executive creative director, Dentsu Webchutney, said, “Friendship should outlast other emotions in a couple’s relationship, but more often than not it takes a backseat. Through #FriendsFirst, we are starting a conversation that highlights the importance of friendship in a relationship through highly relatable and alluring scenarios. We are asking viewers to ponder and eventually revisit this rare bond that once was the initiator of their relationship.”

This campaign will further give couples an exciting opportunity to share their #FriendsFirst story along with the picture to win celebration vouchers. In addition to the digital videos, from August 2-11, the campaign will also run an in-store reward program where every customer will receive exciting gifts on purchase of Platinum Love Bands.

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