In the third episode of Marketing Manifest Stations, Sujala Martis, director - consumer marketing, Platinum Guild International (PGI), catches up with our host Manasi Narasimhan, head of communications and fund-raising, CEGIS, to discuss how the outlook towards platinum has changed, celebrity endorsements, the brand’s recent campaign and more. 

Martis opened the conversation by highlighting the three key aspects based on which consumers buy platinum—differentiation, emotion, and aspiration. With platinum known as the metal of emotion and love, she mentioned how consumers buy platinum because it's a moment of personal emotional significance and stands for certain qualities that make it rare. 

During the podcast, Martis spotlighted how jewellery as a category is evolving and it is no longer looked at as a mere investment option. As the younger consumers are looking to buy something contemporary and unique which is an expression of their individuality, Martis noted that for this cohort it is not just a store of value but a vessel of emotion. 

Talking about how the market for platinum has grown over the years, she explained how PGI spotted an opportunity in the couple gifting segment which was largely untapped and from there in 2009, ‘love bands for him and her’ started. Then came the launch of Platinum Evara in 2015 and in 2019, PGI launched Men of Platinum, which is one of the fastest-growing categories, as per Martis. 

On the geographical front, Martis noted that PGI is now present in 330 cities and has a network of more than 2,000 stores.

Martis touched upon the importance of striking a balance between exclusivity and accessibility when it comes to choosing an endorser for the brand. She remarked that they look for people who subscribe to a certain value system that the brand stands for and at the same time represent aspiration and inspiration. 

Stressing the importance of digital, she also talked about the brand’s affinity to the younger audience and the vitality of driving access to the last mile. Martis also spoke about the overwhelming response to the brand’s recent campaign with MS Dhoni. 

On a concluding note, Martis argued that one should be ready to embrace change as advertising and marketing are sitting at an intersection of technology, creativity and digital transformation. She also noted that for any brand, the consumer front and centre should be the key always. 

Tune into the conversation here: