Platinum Evara's latest content series empowers women to go on a journey of self-belief

Jewellery brand Platinum Evara’s latest campaign, #IGotThis, has been launched with the Women’s Premier League. A content series, featuring cricketer Jemimah Rodrigues, will be part of the campaign. The series is dedicated to celebrating the unique journey of women in sports and beyond, that embody the spirit of resilience and confidence.

Platinum Evara has been associating with cricket since last year, via Jemimah who is the face of the brand. The integration with WPL takes that journey further and builds upon the foundation of Platinum Evara's “Becoming Me,” which highlighted Jemimah's inspiring journey from passionate six-year-old to a cricketing icon.

#IGotThis is a series of five dynamic social first content pieces, each centred around a doubt that Jemimah eliminates with a simple phrase. Beyond this content, the brand will chronicle her journey through the WPL with key candid BTS moments - instances of her practicing, playing, reflecting, in conversation or even taking a break between games. Episodic branded content will go live as spikes to this association.

Platinum Evara's Instagram handle during this period will transform into Jemimah's cheerleader, using #GoPlatinumGirl to rally fans and support for her. Fans will be invited to share messages of support for Jemimah, participate in contests and win giveaways. The intent is to foster a sense of community among fans, while also amplifying the brand's presence during the tournament.

In addition, the brand will leverage contextual signals from the game to engage with audiences by tapping into real time events as they unfold in the matches she plays. Dynamic, contextual creative assets will be deployed amidst our audience cohorts that have an affinity for the game. For instance, if Jemimah hits a six a contextual branded creative will be deployed real time in sync with this event. These real-time assets will attempt to match the energy of the match – celebrating every triumph through the game.

Kajol Jeswani, Group Head & Tenzin Wangdi, Creative Director, Famous Innovations, said, “Collaborating with Jemimah on #IGotThis was just like our metal, Platinum – extraordinary. Her effortless embrace of the brand's spirit made crafting the campaign a delightful journey; she's a perfect fit. As for the campaign, we navigated the questions that women cricketers often face with the help of a cricketing metaphor. Once you watch the films, you’ll see how she gracefully tackles them. What’s also rather beautiful is that her responses, stemming from her journey, serve as a comforting inspiration to girls all over the country to dream big and embark on their own journey of self-discovery, self-confidence, and, most importantly, self-love.”

Rodrigues said, “I am excited to join Platinum EVARA's campaign once more and champion the essence of self-belief that has been my constant companion as I chartered my own unique cricketing journey. The Women's Premier League stands as a testament to the dedication and perseverance of female cricketers nationwide who followed their passion, unperturbed by the doubts, naysayers, and obstacles with that one unwavering thought – I Got This. While the journey has been riddled with challenges, the rewards have been deeply gratifying. Through my personal narrative of #IGotThis, I hope to continue to inspire and empower women to always believe in themselves, have unwavering faith in their abilities and relentlessly pursue their dreams, while staying true to their core.”