Platinum Love Bands Launches “Seal It with Platinum” – A Wedding Season Initiative That Celebrates Modern Commitment
Platinum Guild International’s Platinum Love Bands has unveiled its latest seasonal campaign: “Seal It with Platinum” With an estimated 10 million weddings taking place each year in India, the campaign taps into the deep emotional clarity and personal meaning modern, Indian couples seek when choosing symbols of commitment. Crafted as an occasion-first initiative, the campaign draws from the insight that today’s couples aren’t just celebrating union—they’re honouring a rare, one-in-a-million love story that demands a metal as rare, precious and enduring as platinum.
Platinum: A Symbol of Shared Values
At a time when love is shaped as much by intention as by emotion, the choice of metal becomes a symbol of shared values. Platinum stands apart — rare, pure, and enduring — mirroring the kind of love today’s couples seek to celebrate. Platinum Love Bands seizes this moment with ‘The Wedding Edition’ — a curated capsule of best-selling couple bands, crafted for couples ready to mark one of the most defining milestones of their lives.
A Unique Partnership with WeddingSutra
To bring this curation to life in a way that feels authentic, intimate and real, Platinum Love Bands partnered with WeddingSutra — one of India’s biggest and most trusted wedding platforms — to spotlight the stories of real couples on the cusp of their big moment, through a content series. At the heart of this content series is a creative device that feels both nostalgic and unexpectedly fresh — the wedding invitation. One that’s been custom-designed by wedding card artists, inspired entirely by each couple’s journey. More than a card, it becomes a portrait of their dynamic, a reflection of who they are and what their bond looks like — quiet, personal, and meant only for two.
Capturing Real Love Stories
Their entire journey is documented by wedding videographers who captured their love story — culminating in the moment they chose to “Seal It With Platinum”.
Inviting Audience Participation
To extend the storytelling beyond the content, Platinum Love Bands has also introduced a contest leg — inviting couples across India to share the moment of clarity that defined their “WE” moment. Select entries will be celebrated, adding a layer of audience engagement and co-creation to the campaign.
Reinforcing Cultural Relevance
By placing authentic, personal testimonials, the campaign takes the conversation beyond product and design. It reinforces platinum’s cultural relevance during the wedding season, making it the metal of choice in celebrating real, contemporary Indian love stories.
Campaign Perspective: Sujala Martis
Speaking about the campaign, Sujala Martis, Director – Consumer Marketing (India), Platinum Guild International noted: “In a landscape where wedding narratives often feel predictable, it was important for us to cut through the clutter with something rooted in the truth. Today’s couples aren’t just planning a wedding — they’re building a partnership that reflects who they are. That calls for symbols that feel personal, equal, and lasting. With Seal It with Platinum, we focused on real couples, their lived stories, and a creative device — the wedding invite — that could bring emotional authenticity to the forefront. It’s our way of building cultural and social proof for platinum as the metal of modern love —through genuine resonance. And in doing so, reaffirming platinum’s place in the rituals and emotions that matter most.”
Creative Insights: Shikha Davessar
Elaborating on the idea, Shikha Davessar, Executive Vice President, 22feet Tribal Worldwide said: “Platinum Love Bands has always stood for rare and meaningful love, much like the metal itself—rare, authentic and timeless. Over the years, we’ve explored different ways to celebrate that kind of rare love. With this year’s Platinum Love Bands ‘The Wedding Edition’, we’re taking it a step further by honouring real, lasting commitments—the kind that go beyond trends or time. This campaign is a tribute to true love. We created personalized wedding invites to celebrate each couple’s unique journey, highlighting their authentic love stories. These are real couples, and we’ve captured the moment they knew it was forever—Sealing it with Platinum Love Bands, with the metal at the heart of it all.”
Creative Direction: Vishnu Srivatsav
Vishnu Srivatsav – Creative Head, 22Feet Tribal Worldwide added: “Platinum Love Bands has always celebrated couples who share a love that’s truly rare – the kind that’s defined by growth, trust and mutual respect. With ‘Seal It with Platinum,’ we’ve taken that belief into the wedding space for the first time – choosing authenticity, over perfection. We worked with real couples, spotlighted real stories, and built experiences that reflect the quiet clarity with which modern partners choose each other. Our goal was not just to create another wedding campaign, but to reframe what commitment looks like today.”
WeddingSutra’s Perspective: Parthip Thyagarajan
Parthip Thyagarajan – Co-founder and CEO WeddingSutra.com shared: “Weddings today are less about rituals dictated by tradition alone and more about moments defined by meaning. Couples are choosing symbols that reflect their values, values like equality, authenticity, intention and permanence. That’s why platinum resonates. ‘Seal It with Platinum’ taps into this new language of love, where commitment is deeply personal, and the symbolism behind what you choose to wear matters more than ever. WeddingSutra was, thus, delighted to help bring together couples whose journeys echo the rare values platinum stands for, through a storytelling-led video series that captures love and its many shades in its most honest form.”
About Platinum Guild International (PGI):
PGI’s Mission and Global Reach
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.
Consumer Marketing and Educational Programmes
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. Since 2015 PGI has been headquartered in Hong Kong. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.
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