2020 has been a year like none other! And all the challenges of it, put love to the test. While for some, being locked in with their loved ones, presented its own troubles, others had to put their relationship through the test of a long-distance separation and patiently wait to be together again. The hurdles that love has had to overcome, and that relationships have had to make it through have been vast, ranging from possible financial impact, to health vulnerabilities, to worrying for loved ones and old parents. The new normal presented its own share of obstacles no less – balancing work-from-home and household chores, social isolation – staying away from family, friends, and going out.

The world we all knew so well and the things we all loved so dearly were suddenly no longer available. The way we conducted our lives had been altered for the near future and in some cases, even for good, leaving us with a longing for all that we took for granted.  It was easy in these circumstances when our best laid plans were dashed and lying in a heap of disappointment to lose oneself in a downward spiral of stress, anxiety, and worry. Yet, love seized the opportunity to grow more resilient, and with true tenacity of spirit it stood its ground in even in the darkest moments. Amidst this chaos, couples learnt to value each other and to be grateful for each other. Love led the way for them by being strong, resilient, unwaveringly supportive, kind and compassionate when most required, and hopeful and optimistic in the face of odds. Platinum Days of Love celebrates this very idea of togetherness in its new campaign. The narrative of when #LoveLeadsUs, marks a love with qualities so rare that it guides us towards a better tomorrow, irrespective of the circumstances.

The digital film brings alive this scenario that love finds itself in, with the journey of a couple who, during these trying times, found the true meaning of togetherness. It spotlights snippets of a young couple’s story, who had to postpone their wedding due to the lockdown and spent their time miles apart. Cheering each other at every step of the way, they soon adapted to a new routine by staying connected virtually. They used this time apart to discover strength and support in each other. And with that, they discovered aspects they never imagined their love had. Their love was a rare sort – one that stood defiant and resilient through a test of fire. Other assets and mediums like print and social cover the many dimensions of a rare love like this.

Sujala Martis, Director - Consumer Marketing, Platinum Guild International – India shared her thoughts on the campaign as she stated “In the midst of all the gloom, what we actually uncovered was that within relationships people were more thankful and had a greater appreciation for their partner. Popular culture also threw up so many narratives of love achieving the impossible – whether the challenge was distance, or plans that were in a continuous postponement mode, of love infusing hope and optimism, being strong and resilient against all that came their way. It is exactly what a love that is rare would look like at a time like this. And that’s what platinum stands on - rarity”

The campaign has been conceptualized and executed by Dentsu Webchutney. Speaking on the concept of the brand film, Sumera Dewan, AVP Account Management, Dentsu Webchutney adds, “Over the last few months, couples have re-discovered the spark that was lost in the everyday grind, and those apart realized what togetherness truly meant. Love is not defined by distance or time spent together, but measured in the moments that empower us with resilience and hope.  The campaign was conceptualized as an ode to strength and power of love to beat all the odds, and the film’s storyline highlights this message that is sure to resonate with various couples who have been on the same journey this year.”

This latest campaign introduces a new collection of Platinum Love Bands, as a tribute to couples who have displayed values of strength, resilience, patience, and optimism through these extraordinary times. It’s a way to mark a relationship that built on a value system of a love so rare as we transition through a tough phase in time.

The campaign is a 360-degree program led by a film and supported by a robust communication plan that includes TV, Print, Digital, and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and visibility for the new collection.