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PGI India Celebrates Friendship Between Couples PGI India Celebrates Friendship Between Couples. We are living in transient times, where this search for novelty and individuality has taken precedence over a building or even preserving an emotional connection. Today, the smallest hiccup in a relationship has the ability to conjure up thoughts of giving up and letting go. We are so busy chasing our individual goals and responsibilities that we become unmindful of the strong foundation that we had once created with our partner. So, this Friendship Day, Platinum Days of Love, PGI’s flagship brand wants you to pause and remember, amidst your mind faltering thoughts about your relationship, that you were #FriendsFirst. For the first time ever, an endearing campaign that celebrates the friendship between couples. Developed and conceptualized by Dentsu Webchutney, the digital campaign features three short and three long digital videos that bring out little instances of pure friendship that exists among couples. The stories beautifully exhibit rare relationships which have honesty, vulnerability, companionship, and mutual respect because it has friendship at its core. The love that results from such a partnership is truly one of a kind and deserves to be celebrated with an equally rare and precious metal - Platinum. “Our research has shown that ‘friendship’ is extremely aspirational in a couples’ relationship both before and after marriage. Finding a best friend in your partner is rare, retaining friendship in your relationship even rarer. With this campaign, we aim to encourage couples to remember and aspire to be #FriendsFirst. Mark this friendship day as your Platinum Day of Love”, said SujalaMartis, Director, Consumer Marketing, Platinum Guild International – India, said while talking about the campaign. Commenting on the campaign, Pravin Sutar, Executive Creative Director, DentsuWebchutney, said, “Friendship should outlast other emotions in a couple’s relationship, but more often than not it takes a backseat. Through #FriendsFirst, we are starting a conversation that highlights the importance of friendship in a relationship through highly relatable and alluring scenarios. We are asking viewers to ponder and eventually revisit this rare bond that once was the initiator of their relationship." This campaign will further give couples an exciting opportunity to share their #FriendsFirst story along with the picture to win celebration vouchers. In addition to the digital videos, from August 2-11, the campaign will also run an in-store reward program where every customer will receive exciting gifts on purchase of Platinum Love Bands. “We are excited to partner with PGI on their #FriendsFirst campaign. Apart from modern designs, platinum is of very high emotional significance to young. This campaign is sure to hit the right chord with our consumers”. Said Mr. Joseph Prince, Director, Prince Jewellery. “PGI has always been innovative and insightful with their campaigns. Such initiatives ensure enough and more opportunities to attract new and young customers to our stores. With the increasing popularity of the metal amongst the millennials, we are sure that this friendship day campaign coupled with exciting rewards in its offering will bring in new footfalls.” Said SiddhantMandaliya, Director, CH Jewellers, Vadodara.

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