In a bid to strengthen the Men of Platinum brand’s association with cricket, Platinum Guild International (PGI) has collaborated with one of the leading cricketing platforms ESPNcricinfo for an integrated content initiative to celebrate the ICC Men’s Cricket World Cup season.
The content series, which went live on 5th October, aims to identify the “Man of Platinum” across key matches of the tournament. It will be an ongoing special segment for select 24 match days via a property called ESPNcricinfo Direct Hit.
Each mini-episode is then also amplified across ESPN and the brand’s social handles. The segment is hosted by Raunak Kapoor, a panel of cricketing experts from around the world including Anil Kumble, Dale Steyn, Shane Bond, Cheteshwar Pujara, Wasim Jaffer, Aaron Finch, Deep Dasgupta, Matthew Hayden & Steve Harmison will converge upon ESPNcricinfo and will decide upon the one player who truly deserves the title of ‘Man of Platinum of the day’.
Sujala Martis, Consumer Marketing Director, PGI – India, commented, “We are excited to launch this content initiative with ESPNcricinfo and call out a ‘Man of Platinum” for the match. From a brand perspective calling out the significance of character and key values when it’s easy to forget them given the rush & intensity of the game seemed like a natural extension.”