Platinum Guild International (PGI) India has rolled out a campaign featuring cricketer MS Dhoni for its signature edition Men of Platinum collection.

Conceptualised by Famous Innovations, the campaign which consists of an ad film, takes viewers on a journey through Dhoni’s most defining moments, both on and off the field. From the birthplace of his dreams to the relentless perseverance and resilience that propelled him to greatness, the film captures the essence of what has made him a national icon. It showcases moments of triumph and quiet determination that are seamlessly tied to the enduring strength, durability, and rarity of platinum, reflecting the values that both Dhoni and the Men of Platinum brand stand for.

What we think about it: The film leverages MS Dhoni's brand equity, aligning his resilience and quiet strength with the enduring qualities of platinum. The storytelling creates a powerful emotional connection, using Dhoni’s legacy as a metaphor for the brand’s core values. The seamless synergy between Dhoni’s integrity and Men of Platinum’s positioning reinforces brand recall and consumer aspiration.

Sujala Martis, director - consumer marketing, Platinum Guild International-India, said, “It has been an honour to collaborate with MS Dhoni, a true legend of the game. This initiative deepens Men of Platinum’s connection to the sporting world by tapping into India’s love for cricket through one of its most iconic figures. Dhoni’s unparalleled legacy of success, built on unwavering values, perfectly aligns with the essence of Men of Platinum. The M.S. Dhoni Signature Edition is a tribute to the sporting legend and the timeless principles he stands for. Each piece is a symbol of greatness, crafted in rare platinum and marked with Dhoni’s signature, making it a lasting part of India’s sporting history.”

Mansi Shah - senior brand planning director, Famous Innovations, said, ''When we approached the creative challenge of promoting the MS Dhoni Signature Edition for Men of Platinum, we knew we had to dig deep into what makes Dhoni a true legend. Our concept, '#GreatnessLiesWithin', was born from the realization that Dhoni's impact goes far beyond his on-field achievements and his cricketing career. We wanted to draw a parallel between the rare, enduring qualities of platinum and the values that have defined Dhoni's career - resilience, quiet strength, and unwavering determination. We believe this campaign will not only celebrate Dhoni's extraordinary journey but also inspire a new generation of men to discover the greatness that lies within themselves.''