Love is a many-splendored thing, it is said. And PGI India has been throwing light on the various resplendent aspects of the love bond through its flagship marketing brand Platinum Days of Love.

This year, around Friendship Day celebrated on August 5 worldwide, PGI India launched a new campaign #FriendsFirst.

“We are living in transient times, where this search for novelty and individuality has taken precedence over building or even preserving an emotional connection,” PGI India explained when announcing its campaign. “Today, the smallest hiccup in a relationship has the ability to conjure up thoughts of giving up and letting go. We are so busy chasing our individual goals and responsibilities that we become unmindful of the strong foundation that we had once created with our partner.”

The campaign, developed and conceptualised by Dentsu Webchutney celebrates friendship between couples. The digital campaign features three short and three long digital videos that portray “little instances of pure friendship” among couples. “The stories beautifully exhibit rare relationships which have  honesty, vulnerability, companionship, and mutual respect because they  have  friendship at their core,” said PGI India describing the films. “The love that results from such a partnership is truly one-of-a-kind and deserves to be celebrated with an equally rare and precious metal - Platinum.”

Sujala Martis, Director, Consumer Marketing, Platinum Guild International – India commented: “Our research has shown that ‘friendship’ is extremely aspirational in a couples’ relationship both before and after marriage. Finding a best friend in your partner is rare, retaining friendship in your relationship even rarer. With this campaign, we aim to encourage couples to remember and aspire to be #FriendsFirst.” 

Pravin Sutar, Executive Creative Director, Dentsu Webchutney, said, “Friendship should outlast other emotions in a couple’s relationship, but more often than not it takes a backseat. Through #FriendsFirst, we are starting a conversation that highlights the importance of friendship in a relationship through highly relatable and alluring scenarios. We are asking viewers to ponder and eventually revisit this rare bond that once was the initiator of their relationship."

The campaign will also give couples an opportunity to share their #FriendsFirst story along with the picture to win celebration vouchers.

Apart from the digital videos, which are scheduled to run from August 2-11, the campaign will also run an in-store reward programme where every customer will receive exciting gifts on purchase of Platinum Love Bands.