Sep 28, 2021

PGI India’s Latest Campaign Targets Festive Season Demand

Platinum Guild International (PGI) India is running a retail initiative, Platinum Season of Hope, from 8th October to 7th November, 2021 to capitalise on jewellery demand during the festive and wedding season. The consumer and trade marketing programme will see participation from 1,250+ stores across the country. PGI, said the Platinum Season of Hope initiative is set to energise the market and accelerate the growth trajectory for platinum jewellery in the country.

PGI’s research indicates that the young consumers’ appetite to spend on precious jewellery continues to remain strong with 66% expecting to spend the same or more. Also, for platinum consumers, precious jewellery remains important; many would continue to purchase it as retains its value, is personally meaningful and marks significant emotions and relationships that they cherish.

The 2020 Platinum Season of Hope covered 1,289 stores and achieved an average growth of 29% over the same period in 2019 for all participating retailers, while strategic partners saw 33% growth. PGI also awarded retail partners for their hugely successful performance of the first edition of Platinum Season of Hope in March 2021.

Vaishali Banerjee, Managing Director, PGI India, said, “We are seeing markets move towards recovery and Q3 has played an important role in giving that much-needed boost. Our partners have shared some positive growth updates and it is also reassuring to see the consumers back at the stores. This has led to an uptick in demand. Hence, there is no better time to flag off this initiative. Season of Hope will be instrumental in providing impetus as we enter the festive season.”

Platinum Season of Hope will straddle all three platinum jewellery categories, Platinum Days of Love - the love bands offering, Men of Platinum – men’s jewellery and Evara - targeting the young modern woman of today.

The Season of Hope is backed by a robust digital communication plan led by a new film, supported across other digital platforms, and PR across markets to ensure high reach and impact.

Platinum love bands by Platinum Days of Love. Courtesy PGI India