Advertiser: Platinum Guild International
Brand: Platinum
Creative Agency: Dentsu Webchutney.
Director, Consumer Marketing (Platinum Guild International): Sujala Martis
Creatives: Pravin Sutar (ECD), Aalap Desai, Yash Kulshreshtha, Ananda Sen, Niharika Mishra, Nityasya Belapurkar
Senior Brand Strategist: Sumera Dewan
Director: Karan Shetty
Production House: Bubblewrap Films
Producers: Ketaki Guhagarkar Surve, Richa Krishna Lal
Synopsis:
‘Friends First’ - The Millennial’s Mantra by Platinum.
Platinum’s latest TVCs take a unique millennial route on marriages: Being ‘friends-first’ is the foundation of any relationship
Relationships, especially marriages, have taken a conventional route in Indian advertising & communication, with couples having to play predictable roles within the context of a conventional marriage setup.
But Platinum’s recently-released films tweak the audiences’ perception of how the millennials see marriages. An important communication in today’s ever busy lifestyle with a simple insight - “if you enjoy the everyday friendship you share with your better-half, then marriages are beautiful.”
The campaign has 6 TVCs that were inspired by true stories and the idea was conceptualized by Pravin Sutar (ECD) and his creative team from Dentsu Webchutney while they were directed by Karan Shetty of Bubblewrap Films.
The campaign shows various days in the life of a young married couple, being friends first - the key proposition of the campaign. From taking a holiday by lying to each other’s bosses, to laughing at their partner’s poor jokes at a party, to even being honest about the other’s bad choice in clothes and music; the 6 Ads showcase the everyday story of couples across India.
The films’ relatable scenarios and situations mark an important change in Ads, and its take on relationships - in today’s social media generation.
The subtle product feature - the Platinum bands at the end of each film, gently reminds us that marriage, if based on friendship at its core, can be a lasting genuine affection felt by choice.
Talking about the campaign, Sujala Martis, Director, Consumer Marketing, Platinum Guild International – India, said, “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.” #friendsfirst contest was also held on friendship’s day encouraging couples to share their stories.