Platinum Evara

The Challenge

The success of the Platinum Day of Love campaign and the resulting exponential retail offtake resulted in a peculiar challenge – skewed demand for Platinum Love Bands, the rings. It was time to look at other jewellery – necklaces, pendants and bangles to completely adorn the Platinum woman.

Our challenge was to go beyond just rings and create a larger, relevant identity for the metal in the ‘marriage’ market. In India, two people don’t just get married in the planned fashion; their families have to get ‘married’ too.

We had to explore the marriage relationship in a wider context beyond the bride and groom and widen it to the coming together of two families.

The Opportunity

To go beyond just rings and create a larger, relevant identity for the metal in the ‘marriage’ market.

The Solution

In India, two people don’t just get married in the planned fashion; their families have to get ‘married’ too. Explore the marriage relationship in a wider context beyond the bride and groom. Widen it – to the coming together of two families.

Results

Evara established itself as a successful brand in a short span of 2 years from its launch. Despite many challenges in the jewellery sector overall, Platinum Evara Blessings today commands a unique mindshare among audiences in the pre-wedding shopping context. It is also today a market-tested endorsement for new opportunities to explore for extending and expanding Platinum jewellery in India – a market exclusively bred on gold for centuries and largely unaware of the metal 15 years back.

World: Person marries person.

India: Family marries family.

Celebrate mothers who are unifiers.

One of the biggest challenges for a marketer is to develop a new brand from scratch, and the greatest joy is to see it evolve into a strong one with a credible market presence. We have managed to that and more with Team METAL for brand Evara.

Vaishali Banerji

Managing Director, Platinum Guild International

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