Men of Platinum has released a new campaign celebrating men of character and the values they stand rooted by when faced with a crisis. It speaks about how they transform potential situations of trouble and despair into moments of hope and positivity and how their ‘Moments of Truth’ restore our faith in humanity.

The campaign has been conceptualized and executed by Famous Innovations and its thought is captured and led by a film that showcases a test of character, in a defining moment of reckoning. The film uses the issue of layoffs during the pandemic, to drive its messaging.

It begins with the two friends acknowledging the revival and upward trend in the business post the challenges faced due to the ongoing pandemic. One of them remarks that the other could have enjoyed better profits if he had made the necessary changes while alluding to a suggested downsizing. The other protagonist, and the quintessential ‘Man of Character’, immediately retorts that during challenging times, success should be redefined.


Also read: Urban Company’s ‘Wear a Smile’ campaign humanises face masks

The campaign is a 360-degree program led by a film and supported by a robust communication plan that includes TV, Print, Digital and Influencer outreach to ensure high reach and frequency.

Sujala Martis, director – consumer marketing, Platinum Guild International said, “We saw leadership take the wrong stance in combating challenges across countries and companies too. We saw the wrong notions of masculinity lead to damaging outcomes. Showcasing men who re-casted their role in their personal and professional lives. Setting exemplary examples of what happens when one is guided by the right set of values when empathy, compassion & courage rule your mind. Men of Platinum are the ones who came through on the test of character that adversity threw at them.”

Hayden Scott, group creative director, Famous Innovations, added, “Keeping with the current times, our film showcases a typical scenario being faced by most corporates and individuals, with business heads being coerced to make difficult decisions. It is only a select few who remain unfazed by these challenges and are able to adapt to this ‘new normal’ without compromising on their integrity.”


This bold pendant, crafted in rare platinum, carries a pattern of successive elevations, a reflection of resilience. The perfect complement to one’s perseverance, which doesn’t bow down to any situation. This rare quality is mirrored in platinum’s ability to hold its shape year after year, because of the metal’s inherent strength.

This sleek platinum bracelet comes with an unexpected fabric link, a reminder that solutions to the most difficult problems are often found through innovation. Men of character choose the strength of platinum as they pave their way through difficult times using it as an opportunity to adapt, innovate and continue on their journey forward.

Classy and rare, Men of Platinum is the true match for a man of platinum values. To shop the collection, click here.

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