Platinum Guild International (PGI) India has officially announced the seventh edition of its annual Platinum Season of Love campaign. This highly anticipated initiative will span more than 360 cities across India and is being executed in collaboration with over 1,800 leading jewellery retailers. The campaign is designed to strengthen the appeal of platinum jewellery while fostering deeper connections with retail partners and consumers alike.

Running from April 25 to May 31, the campaign will extend across metro areas as well as Tier 1, 2, and 3 cities. This expansive coverage ensures that the campaign reaches a wide demographic, including young, style-conscious consumers and couples looking to celebrate significant life moments during the wedding season—a key purchase period for the jewellery industry.

According to Vaishali Banerjee, Managing Director of PGI India, this campaign reinforces the organization’s commitment to placing the consumer at the center while supporting retail partners in driving growth. “The return of Platinum Season of Love highlights our ongoing efforts to keep the consumer experience at the forefront. Our retail collaborations are central to this momentum,” she stated. “This initiative exemplifies how strategic partnerships can help increase awareness, spark interest, and enable sustainable growth in the platinum category.”

This year’s campaign will spotlight PGI India’s three flagship collections—Platinum Love Bands, Men of Platinum, and Platinum Evara. These collections are tailored to modern consumers who prioritize personal meaning, authenticity, and refined craftsmanship. All pieces are made from 95% pure platinum, emphasizing the metal’s intrinsic rarity, durability, and timeless appeal.

Rajesh Kalyanaraman, Executive Director of Kalyan Jewellers, shared his excitement about the campaign’s return. “With PGI’s marketing emphasis on Men of Platinum and Platinum Love Bands, we expect greater traction this season. After a year’s gap, we anticipate a surge in demand, particularly during the wedding period, making this a perfect time for customers to invest in platinum,” he noted.

The campaign is backed by a 360-degree marketing plan and in-store activations, aiming to create memorable buying experiences and boost conversions. It also leverages storytelling around platinum’s symbolic value—representing love, strength, and individuality—to forge deeper emotional connections with the audience.