Men of Platinum Bets Success Is Forged Through Character
Rohit Sharma and Anirudh Ravichander front a four-film campaign that links platinum's endurance to character, as the brand pushes beyond status.
The new film
Men of Platinum has just launched “What Success Takes,” a four-film campaign pairing cricketer Rohit Sharma and music composer Anirudh Ravichander. It runs on the thought “Enduring success is forged through character” and rolls out across digital, print and outdoor during the festive season. Rohit’s two films follow the weight of recognition and the decision to return after a loss; Anirudh’s two follow the shadow of “Kolaveri Di” and the self-doubt of being the youngest in the room. The work is aimed at men rethinking what jewellery says about them.
The levers it pulls
Embodied metaphor. Platinum’s physical endurance is mapped onto human character. Rohit says exactly that: the metal is “a powerful symbol of the character it takes to keep moving forward.” This is how the brain works—we understand abstract traits through concrete materials. Enduring metal becomes enduring person, and the jewellery inherits the meaning.
Narrative transportation. The films deliberately open in low-status, vulnerable moments: recognition turns into weight, a loss demands a return, a breakthrough casts a shadow, a room full of older faces triggers self-doubt. That is the opposite of the usual celebrity jewellery ad, and vulnerability is a persuasion device. It lowers psychological distance, so the viewer experiences the struggle rather than auditing a claim.
Self-signaling. The real ask is not “show others you’ve made it.” It is “prove to yourself you’re the kind of person who shows up.” That reframes buying from status display to identity expression, which creates far more occasions to wear platinum.
The bet the brand is making
The brand is wagering that Indian men’s jewellery has shifted from pure achievement display to individual expression. Sujala Martis, consumer marketing director at PGI India, says the ambition is to make platinum relevant “to more men, in more moments.” Character, unlike status, is not reserved for weddings and trophy nights. The risk is quieter but real: character is harder to see than status. If the films don’t land emotionally, the campaign collapses into a familiar “strong metal, strong man” cliché.
What to borrow for your next campaign
Three moves transfer cleanly:
- Find a physical property of your product and ask what human trait it embodies. Build the story on the trait, not the material.
- Show your icons mid-journey—doubting, returning, starting over—rather than holding the trophy.
- Sell the “how” of success. The decisions under pressure matter more, and feel more ownable, than the win itself.
Watch the original: Men of Platinum on YouTube
Source: Afaqs!
