PGI's 6 mini-episodes weave parallel narratives for Men of Platinum with Suryakumar Yadav's journey

Platinum Guild International (PGI) India’s Men of Platinum launched a new campaign, ‘A Minute with Men of Platinum X Suryakumar Yadav’ featuring cricketer SKY aka Suryakumar Yadav. 

The campaign comprises six mini-episodes.

Selected as the face of their latest campaign, Yadav's journey mirrors the enduring rare qualities that platinum stands for.

Six digital films were released to weave parallel narratives of SKY’s journey and the rare, values that Men of Platinum represent, as per the company statement. 

The films aim to highlight SKY’s steadfast adherence to the core values of a true Man of Platinum: self-belief, courage, resilience, compassion, endurance, and authenticity.

Yadav said, “I am excited to come on board and be a part of this season’s campaign for the new collection. Platinum is a metal that always endures and never fades, thus making it truly rare.  I have always strongly believed in values like self-belief, endurance, courage, resilience, and compassion that Men of Platinum stands for. These values have guided me throughout my professional and personal life. Platinum jewellery also resonates with my personal style – the range of sleek, minimal, and contemporary designs appeal to my style sensibilities, allowing me to seamlessly integrate these pieces into my wardrobe.” 

‘A Minute with Men of Platinum X Suryakumar Yadav’ unfolds in a succession of mini-episodes, each highlighting a unique facet. Each episode spends a minute on a moment that showcases character traits that make one a Man of Platinum. 

The first episode, 'A Minute on Self-Belief' is a testament to SKY’s debut. The next episode, 'A Minute on Courage', revisits a time when he faced a severe injury yet stood strong. The third episode, 'A Minute on Resilience', pays tribute to Yadav’s spirit for staying tall through all the challenges that came his way.

'A Minute on Compassion' shares a poignant moment from SKY’s early days with the master blaster. 'A Minute on Endurance', dwells on a value both Yadav and platinum share, the ability to endure. The series concludes with 'A Minute on Staying True,’ just like platinum remains true to its form over time, Yadav, too, has stayed authentic to his game and himself, cementing his place not just in cricket, but in the hearts of millions.

Sujala Martis, Director - Consumer Marketing, Platinum Guild International – India, said, "Capitalizing on the upcoming cricket season and the festive spirit, we've launched a new campaign for Men of Platinum with cricket star Suryakumar Yadav. Our goal is to blend the thrill of cricket and the values of the brand, emphasising the rare traits that define real men of character and precious platinum. Today platinum jewellery is seen as a modern success symbol, representing men with success stories that stand on values that are rare & tough to abide by. Perfectly embodying these traits, Suryakumar Yadav is the shining star of our campaign.”

Episode 1:

Episode 2:

Episode 3: 

Episode 4: 

Episode 5: 

Episode 6: