Men Of Platinum shows how Surya Kumar Yadav dominates the pitch and redefines his style

Men Of Platinum has rolled out a campaign featuring cricketer Surya Kumar Yadav. 

The campaign showcases Yadav's journey as a cricketer and draws parallels between life's challenges and cricket's dynamics. 

Through a series of six films, Yadav's cricketing exploits reflect his unwavering commitment to core values—self-belief, courage, resilience, compassion, endurance, and authenticity. Each film climaxes with Yadav's style, encapsulating his essence as a true Man of Platinum. 

The campaign went live on 25 August and will be live on Disney+ Hotstar for three months. 

Sujala Martis, director - consumer marketing, Platinum Guild International India, discussed this campaign with Campaign India.

Edited excerpts: 

Can you share some insights about this campaign?  

Men of Platinum as a brand is based on a newer age discourse of success, where choosing to stand by one’s values is integral. It aims to capitalise on a winning combination of reverence for the game of cricket, an upcoming cricket icon and content that keeps the brand and platinum as a metal of precious jewellery at the centre of it. Men today while bound by responsibilities and the success mandate, seek stature and not status alone. They seek meaning and not materialistic wealth alone. They strive for personal greatness, and depictions and interpretations of success have changed. Getting defined more by men whose values stand the test of time and circumstance. 

Cricket is an emotion in our country and cricketing icons spell success like no other. But the ones who stand out are those who chose in favour of their values through their journey. We chose Suryakumar Yadav as the face of this campaign because his value system reflects the unique traits that platinum stands for. The series called ‘A minute with Men of Platinum X Suryakumar Yadav’ brings the campaign idea to life by giving the viewers a glimpse of this iconic cricketer beyond the field, through a series of carefully crafted mini-episodes. Each focuses on a different aspect of his persona and a different chapter of his journey. The six-part mini-series chronicles his life, following the strands of his journey and connecting them to the fundamental principles that come together to create Men of Platinum. 

The series highlights how Suryakumar has preserved his authenticity throughout his career while also staying faithful to his game. 

How does Suryakumar Yadav mirror the rare qualities that men of platinum stand for?

Despite all odds, SKY persevered to finally earn a coveted spot on the Indian squad and in the hearts of millions of people – the perfect example of authenticity and endurance that is truly rare like Platinum. At every point, the series as well as the TVC and other elements of the campaign draw a parallel between qualities that make platinum extraordinary and men with traits such as these that are much sought-after.

What are the key objectives to engage your target audience via this campaign? 

Platinum has always stood for a differentiated offering within the category of precious jewellery. For us, reframing conversations around precious jewellery, building strongly on differentiation and desire for the metal and its designs, and bringing the brand narrative to life are all part of the agenda. No 30-second commercial or conventional campaign would suffice. So instead, we created six episodes – a miniseries bolstered by a campaign around it, each talking about a value that the brand personifies, showcasing a piece of jewellery, demonstrating style and talking about the attributes that cue value for platinum. All done via a peek into the man behind the jersey and cricketing anecdotes that will keep the fans hooked. 

The new campaign is an effort to capitalise on the forthcoming cricket and festive season. There is always interest to know the untold story and this mini-series is an attempt to give cricket fans a glimpse of just that. Each video highlights the exceptional qualities that have shaped Surya Kumar Yadav’s life, through interesting anecdotes and stories, while simultaneously creating a parallel with the brand and metal narrative.

Our audience has a discerning choice when it comes to jewellery. Platinum to them is a symbol of success, modernity, a style statement, and a sign of exclusivity. It is hence a reflection of their persona. That is our vantage point, it helps us build a counterculture narrative in favour of self-expression and social distinction in a category that otherwise can be driven only by very rational triggers.  

How does PGI envision this new campaign to contribute to the long-term perception of Men of Platinum and the category of men’s platinum jewellery?

With SKY as the face of the campaign, there is an opportunity to shape the very narrative around men's platinum jewellery as a meaningful symbol of style and success. As a category, we are in a build-up stage and initiatives such as this accelerate that adoption for us, building excitement amongst retail partners and consumers alike.  

Surya Kumar Yadav's is a symbol of aspiration today, his journey is one that our audience will resonate with and the values he stands for bring the brand to life. Thus, allowing the nation’s love for cricket and its admiration for cricketing icons to serve as a vehicle to strengthen brand connect.