After having spent 17 years in the advertising industry, Martis made her transition to marketing with Platinum Guild International - India where she currently heads the Consumer Marketing function.
Her experience cuts across a diverse portfolio, with large MNCs like Unilever, Nestle and Ferrero to Indian business houses like Marico and Godrej and smaller Indian entrepreneurs too. Stretching across a spectrum of categories like personal care, foods, retail, media, e-commerce, social media platforms, insurance to name a few.
At PGI, her key task is to generate demand and desire for platinum as a valid option in the precious jewellery segment, within the gold dominated culture that India is expanding the jewellery repertoire is a challenging responsibility. Through various programs, both direct to consumer and in collaboration with the jewellery trade, Martis has spearheaded initiatives that are geared towards doing just that. Building consideration and shaping the narrative basis emerging insights for the three brands in the platinum portfolio are core to the agenda i.e. Platinum Days of love – the platinum offering in the couple gifting segment, Evara aimed at the young women and Men of Platinum targeted at men.
Developing awareness and an appreciation for platinum’s unique qualities, Martis has been determined on her path to creating brand love for a metal that is truly rare.