MEN OF PLATINUM HONOURS CRICKETING LEGEND M.S. DHONI WITH A NEW CAMPAIGN AND SIGNATURE COLLECTION – GREATNESS LIES WITHIN

A Tribute to Dhoni’s Leadership and Values

The M.S. Dhoni Signature Edition is a tribute to Dhoni’s calm leadership, grit, and perseverance—qualities that deeply resonate with the modern Indian man. Holding his values close to his heart, MS Dhoni is the perfect embodiment of a Man of Platinum, a man of character. In today’s world, where men seek to embody quiet confidence and strength in their everyday lives, this collection offers more than just refined elegance—it offers a personal connection to Dhoni’s values. Designed for men who believe their values are the foundation of success, each piece serves as a constant reminder to carry these ideals into everything they do.

Celebrating Greatness with the #GreatnessLiesWithin Campaign

In line with this exclusive collection, the #GreatnessLiesWithin campaign was developed to celebrate the very qualities that make Dhoni a legend. The campaign draws an analogy between the values that are the bedrock of the Men of Platinum brand and the virtues that define Dhoni. Through this campaign, the message is clear: true greatness is not measured by external accolades, but by the values that lie within. Platinum, much like Dhoni, symbolizes the quiet strength and endurance that defines the path to greatness.

The Campaign Film: A Journey Through Dhoni’s Defining Moments

The campaign film, launching in Hindi, Tamil, and English, takes viewers on a journey through Dhoni’s most defining moments, both on and off the field. From the birthplace of his dreams to the relentless perseverance and resilience that propelled him to greatness, the film captures the essence of what has made him a national icon. These moments of triumph and quiet determination are seamlessly tied to the enduring strength, durability, and rarity of platinum, reflecting the values that both Dhoni and the Men of Platinum brand stand for.

M.S. Dhoni’s Perspective on the Collaboration

Speaking about the collaboration, M.S. Dhoni shared, “This campaign is a walk down memory lane, revisiting the moments and milestones that have shaped me. These moments are etched in my mind and are those that I will hold close forever. When Men of Platinum approached me for this collaboration, it felt like a natural fit. The brand’s values of resilience, courage, and self-belief resonate deeply with my own journey. I am honoured to be part of a collection that embodies these values and brings them to life in a form as enduring and rare as platinum.”

Sujala Martis on the Significance of the Campaign

Sujala Martis, Director – Consumer Marketing, Platinum Guild International-India, elaborated on the association, “It has been an honour to collaborate with MS Dhoni, a true legend of the game. This initiative deepens Men of Platinum’s connection to the sporting world by tapping into India’s love for cricket through one of its most iconic figures. Dhoni’s unparalleled legacy of success, built on unwavering values, perfectly aligns with the essence of Men of Platinum. The M.S. Dhoni Signature Edition is a tribute to the sporting legend and the timeless principles he stands for. Each piece is a symbol of greatness, crafted in rare platinum and marked with Dhoni’s signature, making it a lasting part of India’s sporting history.”

Mansi Shah on the Creative Direction of the Campaign

Sharing more about the campaign, Mansi Shah – Senior Brand Planning Director, Famous Innovations said, ”When we approached the creative challenge of promoting the MS Dhoni Signature Edition for Men of Platinum, we knew we had to dig deep into what makes Dhoni a true legend. Our concept, ‘#GreatnessLiesWithin’, was born from the realization that Dhoni’s impact goes far beyond his on-field achievements and his cricketing career. We wanted to draw a parallel between the rare, enduring qualities of platinum and the values that have defined Dhoni’s career – resilience, quiet strength, and unwavering determination. We believe this campaign will not only celebrate Dhoni’s extraordinary journey but also inspire a new generation of men to discover the greatness that lies within themselves.”

A Comprehensive Campaign Rollout Across Multiple Platforms

The campaign also sees a robust build up in the form of print, outdoors, a well-orchestrated social line up, a presence of various digital and OTT platforms. The collection is available at all key outlets starting October well in time for the festive and marriage season.
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ABOUT PLATINUM GUILD INTERNATIONAL (PGI):

Platinum Guild International (PGI) is a marketing organization with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results.
Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer-ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.
PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.
In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with strategic planning, marketing, retail, design, and business development experts.
PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.

PURITY ASSURANCE PROGRAM:

PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.
Under Platinum Guild India’s quality assurance programme, each piece of jewellery has an assured purity as high as 95%. And as proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.