Men of Platinum unveils #HonourThe7, a powerful tribute to MS Dhoni
As IPL 2025 electrifies cricket fans across the country, Men of Platinum unveils #HonourThe7, a powerful tribute to MS Dhoni, an icon whose resilience, leadership, and composure have defined an era. This fan-driven initiative transforms admiration into action, inviting Thala fans to express their love for their hero in a unique and meaningful way.
#HonourThe7 Initiative
Building on the Men of Platinum x MS Dhoni Signature Edition, the #HonourThe7 initiative invites fans to share a heartfelt 7-word tribute to Dhoni through a dedicated WhatsApp journey. Each entry is transformed into a personalized AI-generated video anthem featuring the fan and their message—a memorable digital keepsake to be shared across social media. Fans are encouraged to tag @MenOfPlatinum and use #HonourThe7 when posting their anthems. The most powerful entries will win match tickets to select CSK games, offering a chance to witness Dhoni’s legacy live.
A Cross-Platform Salute To The Man of Platinum
Given the IPL season Men of Platinum leverages this association with a robust media plan — across digital, social, print, and platform-specific innovations — bringing alive the MS Dhoni Signature Edition like never before. With the MS Dhoni Signature Edition at the heart of the initiative, the brand spotlights not just the rare qualities of platinum—strength, resilience, and endurance—but also the human values Dhoni stands for: leadership, courage, and compassion.
ESPN Cricinfo Content Series
To further elevate the storytelling, Men of Platinum has partnered with ESPN Cricinfo to launch an exclusive content series titled: Men of Platinum presents The Dhoni Legacy
Hosted by Raunaq Kapoor, the series features a powerhouse line-up of cricketing voices—Anil Kumble, Tom Moody, Ambati Rayudu, Ian Bishop, Sanjay Manjrekar to name a few—all of whom have witnessed Dhoni’s journey first-hand. Plotted around key CSK match days, each episode will blend real-time match reflections with personal anecdotes and legacy moments, decoding what truly sets Dhoni apart. Through this editorial lens, the series draws a clear parallel between the man and the metal—platinum—reinforcing how the qualities that define a legend are also the ones that define platinum the precious metal and Men of Platinum.
Fan-Focused Activations
This is complemented by other fan-focussed activations like meme content, and superfan integrations—all creating an emotionally charged, culturally relevant brand moment.
Statement from Sujala Martis
Speaking on the initiative, Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI)-India, said: “The MS Dhoni Signature Edition was crafted to capture more than just a name—it’s a tribute to the values, and the legacy of a true icon. This IPL, the collection becomes even more meaningful as Dhoni takes the field once again, igniting unmatched emotion in fans across the country. Today, fandom is immersive—fans don’t just watch the game, they live it. They express it through reels, memes, placards, and personal stories. With #HonourThe7 and our ESPN Cricinfo series, we’re giving them powerful new ways to engage. Just like platinum, MS Dhoni’s legacy is rare and enduring—and this campaign is our tribute to the values that make him a true Man of Platinum.”
Creative Perspective from Tenzin Wangdi
Tenzin Wangdi, Group Creative Director, Famous Innovations says, “When we set out to celebrate Dhoni, we knew it had to be personal and something that put the fans at the heart of it. After all, no one understands Dhoni’s impact better than them. So, we gave them a chance to express it in just 7 words. #HonourThe7 is a collective tribute, written by those who have watched, cheered, and been inspired by a legend.”
Media Strategy from Shekhar Banerjee
Shekhar Banerjee, Chief Client Officer and Office Head (West, North and East), Wavemaker shares, “Our Idea with this collaboration was to turn the brand idea into a cultural moment. #HonourThe7 is a offering Dhoni’s fans a unique digital platform to celebrate his greatness. With a thoughtfully designed campaign from Idea to Media strategy, we have transformed fan tributes into timeless digital legacies, ensuring MS Dhoni’s enduring influence and the Men of Platinum philosophy shine brighter than ever”
MS Dhoni Signature Edition Availability
Available at select retail outlets, the MS Dhoni Signature Edition, crafted from rare platinum and etched with Dhoni’s iconic signature, offers fans a tangible connection to his enduring legacy—allowing them to carry a piece of their icon wherever they go.
About Platinum Guild International (PGI)
Platinum Guild International (PGI) is a marketing organisation 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 experts in strategic planning, marketing, retail, design and business development. 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 individual piece of jewellery has an assured purity as high as 95%. And as a 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. A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.
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