Platinum Guild International is an organization dedicated to inspire passion for platinum and to ensure that it is the most desired metal of choice for its target audience. The precious platinum that has a differentiated target segment for both its brands—Platinum Day of Love (PDOL) and the bridal collection called Platinum Evara—has been visible in multiple mediums, including Outdoor. Laqshya Solutions was assigned the responsibility of the Outdoor campaign.
Platinum is an extraordinarily pure metal, with every piece of platinum jewelry made of 95 per cent purity. The PDOL campaign, which single-mindedly focused on the message of purity, featured a wide range of the ‘love band’ designs across cities. Evara’s October-December campaign featured a wide range of designs from leading retailers across cities.
Outdoors were strategically deployed by the agency to create and establish the brand imagery strongly amongst its target group (TG). The common objective of both brand campaigns was to up the brand’s aspirational quotient amongst its target audience with their exquisite designs displayed on Outdoors. Platinum’s brand positioning has always made them unique in terms of their approach, messaging, and premium quotient. It was a mammoth task to translate the same aura and culture on the streets.
The media planning team handpicked the most impactful sites that were eye-catching and that had the ability to offer 100 per cent visibility. The team used location mapping software to arrive at the most influential locations that would synergize with their objectives. The sites selected were analyzed with the traffic movements to offer a campaign that is high on visibility. The chosen media units were iconic sites that would sync well with the surroundings and the TG engagements where every media unit deployed scored very high on the proprietary panel rating point scale that screens every site visibility parameter.
The attention-grabbing units that were adorned with stunning creatives were visible on all key arterial routes reaching out and building frequency for the campaign. The impact through media has been created undoubtedly by the premium-ness of the media unit chosen and the strategy used for the campaign. The PDOL and Evara campaigns were visible in 28 cities where every site displayed became an iconic site in terms of visibility. The campaign that was noticeable in the second week of December stayed on Outdoors for a period of three weeks creating big buzz and driving a no-miss visibility across markets.
Commenting about the opportunity to be associated with this brand, Jalaj J. Pathak, Vice President, Laqshya Solutions, said, “We are delighted to have worked with Platinum Guild India. It is truly a great brand to be associated with. The team works with a lot of passion and it definitely rubs off on our client servicing team. I am thrilled that the team has presented a very impactful media plan and the buzz surrounding the brand says it all.” The challenge was to reinforce the brand along with its premium, classy imagery. So, the OOH formats that were planned and deployed were quite outsized and that has successfully created a lasting impact.
Speaking about the campaign’s success, the client said that the strength that Laqshya brings to the table is their stronghold in this medium in terms of having a good site bank, great knowledge of what will work in each market, micro monitoring system, and tools to evaluate efficacy. Though the approaches for the two brands are different, the objectives were executed effectively by Laqshya. The client has stated that they have received positive feedback from trade and going forward, they will explore effective and meaningful innovations in this medium.