Men of Platinum is the men’s jewellery brand from Platinum Guild International (PGI) – India.
Last year the company partnered with cricket legend MS Dhoni to launch a special collection, and this year it is undertaking new content initiatives.
Medianews4u.com caught up with Sujala Martis, Consumer Marketing Director (India) Platinum Guild International on sports marketing and advertising strategies.
Q. What trends are expected to be seen when it comes to male jewellery in 2025? Where is the whitespace for growth?
Jewellery has always been part of India’s cultural expression—even for men, whether through rituals, tradition, or symbols of status.
As Indian men become more image-conscious and expressive, we’re witnessing a shift from jewellery as a symbol of wealth, tradition or status, to something far more personal: a reflection of mindset, identity, and values. The category has a place in modern masculinity—anchored in stature, storytelling, substance, and style.
These are a few trends that define the space in 2025:
Jewellery as self-expression:
Today’s consumers want their choices to say something. Men are choosing pieces that carry meaning—whether it’s a bracelet that reflects resilience or a chain that celebrates a milestone. The idea of “wearing your values” is taking hold, especially with younger consumers. Storytelling and symbolism matter—brands that reflect authenticity, and individuality are resonating the most. From status to self-expression—jewellery is now leveraging the language of individuality and identity.
Cultural relevance, modern expression:
India has always had a deep-rooted connection between men and jewellery—whether through rituals, weddings, as a store of value or cultural symbols. What’s changing is how this jewellery is worn. In 2025, styling is fluid and men are rewriting tradition with a modern aesthetic
Influence of pop culture & sport:
Cricketers and film stars have always been aspirational figures—icons of success, style, and contemporary masculinity. Today, their influence goes beyond the screen and stadium, shaping how men express themselves. From MS Dhoni’s understated platinum wristwear to Ranveer Singh’s unabashed flamboyance and Hardik Pandya’s bold flair, these public figures are redefining the role of jewellery in a man’s wardrobe. They’ve made it aspirational—an extension of personal style and identity—fuelling a wave of confident self-expression among men across the country
A digital-first experience:
Men prefer an informative buying environment. Platforms that enable discovery through styling guides, AR try-ons, and content-led experiences are key. Services like “Try at Home” are especially effective with quality-conscious, time-starved consumers.
When we launched Men of Platinum in 2019, we identified an untapped opportunity in men’s precious jewellery. Our goal wasn’t only to create differentiated product —it was also to reflect a mindset. Aspirations were shifting: success was no longer defined by wealth alone, but by values, respect, and social admiration. Men were seeking symbols of personal meaning—jewellery that felt like a marker of their journey, not just their net worth.
This gave birth to Men of Platinum—a brand crafted for a new archetype of men who pursue success with character. Platinum, as a metal, naturally aligns with this. It’s rare, resilient, and precious. Its understated strength and purity made it the perfect canvas for this evolving identity.
Today, we see our strongest consumption triggers tied to platinum’s inherent qualities—its rarity, premium positioning, and ability to mark significant personal milestones. And the momentum is clear: in just five years, distribution has grown 3X, and men’s jewellery has become one of the highest-growth categories in platinum, with a CAGR of 18–20%.
Q. From a marketing perspective what are the focus areas and priorities of Men Of Platinum in 2025?
In 2025, our marketing priorities continue to evolve with a sharp focus on creating demand, deepening engagement, and enabling seamless conversion — both for the brand and for our partners.
Some of our key focus areas are:
Driving Cultural Relevance and emotional resonance
Our focus is building platinum as a differentiated and personally meaningful offering—anchored in the rarity of platinum and in the values it reflects. Building cultural relevance is part of our mandate. And in India, few platforms offer the emotional depth and collective resonance of cricket.
We leverage cricket not as a sport, but as a strategic growth driver—one that spans geographies, cutting across the heart of our demographic. Men of Platinum has consistently turned to cricket to bring to life the deeper values the brand stands for. Our storytelling has leaned in to showcase the man behind the jersey, it doesn’t end on the pitch, rather it begins there. Because today’s audiences don’t just watch the game—they invest in personal journeys, struggles, and triumphs of sportspersons.
Through initiatives like our latest editorial series Men of Platinum presents The Dhoni Legacy with ESPN Cricinfo, we’re amplifying the brand’s voice by tapping into powerful cultural moments like the IPL. Witnessing these shared journeys with our consumers over the common language of cricket helps us build and share a strong emotional connection with them
Building from Aspiration
Aspiration and inspiration are two key aspects of the brand’s DNA starting with the rarity of the metal that makes it stand apart, holding true to our design language which is bold and yet minimalistic. We add to this a layer of leveraging the c0untry’s biggest religion cricket via icons of the game.
These are men who represent a set of values much sought after and looked up to both on and off the pitch like, self-belief, courage. It only works to build onto what is already perceived to be a premium aspirational metal
Sharper Targetting with Deterministic Signals
Our media approach is increasingly precision-oriented. We’re focusing on deterministic signals like spends, lifestyle, and interests to build sharper targeting cohorts and improve efficiency at every level of the funnel. It ensures that every campaign, drives salience with intent.
Conversational Commerce, Engagement-Led Discovery & Last-Mile Integration
In 2025, marketing is no longer a monologue—it’s a conversation. We’re investing in conversational experiences that make discovery sharper, more intuitive, personalised, and rewarding.
Through initiatives like the #HonourThe7 AI experience, fans could co-create their own 7-word tribute to MS Dhoni via WhatsApp, generating a personalised anthem and unlocking deeper brand interaction. It wasn’t just engagement—it was an emotional bridge to the collection, complete with the chance to win match tickets.
From guided WhatsApp journeys to seamless last-mile redirection for our retail partners, we’re attempting to build a connected ecosystem that blends digital engagement with real-world conversion
Category Expansion: the expansion of retail chains with all our key partners across India, particularly in tier 2 and tier 3 cities, is making platinum jewellery more accessible to a broader audience
Q. Last year the company had partnered with M.S. Dhoni to launch a special collection. A couple of years back it had done content integration with Cricbuzz. This year what initiatives are being done?
For Men of Platinum, cricket isn’t just a passion point—it’s a powerful cultural lever. It offers us a deep, emotional way to connect with our audience who revere the game and look at cricketers as a mirror of their own aspirations, values, and journey. That’s what makes it the perfect stage for the brand.
With MS Dhoni back on the pitch this IPL, we’re building on the success of the Men of Platinum x MS Dhoni Signature Edition launched in 2024. Cast in rare platinum, each piece carries Dhoni’s actual signature. That detail gives the jewellery deep emotional and cultural meaning—something fans are connect with strongly, especially in a season where the love for Dhoni is palpable.
Taking this adulation further we’ve launched #HonourThe7—a digital first initiative that honours Dhoni’s legendary resilience, leadership, and composure. Fans are invited to share a 7-word tribute to Dhoni, which will be transformed into a personalised AI-generated video anthem. These anthems can then be shared across social media platforms, creating a memorable, fan-driven experience.
Additionally, the best entries will win match tickets to select CSK games, providing fans with a once-in-a-lifetime opportunity to witness Dhoni’s magic live. We’re seeing great traction for this initiative given the kind of following and admiration Dhoni commands
We’ve paired this initiative with a content series in collaboration with ESPN Cricinfo to bring fans an exclusive content series titled Men of Platinum presents The Dhoni Legacy. Hosted by Raunaq Kapoor and featuring voices like Mathew Hayden, Aakash Chopra, Sanjay Bangar, Anil Kumble, Ian Bishop, the series reflects on Dhoni’s defining moments both on and off the field. It brings to life the moments and values that make him a true Man of Platinum, offering fans a rare, behind-the-scenes lens into the man beyond the matchday glare.
Finally, we’re also focussing on relatable moment marketing for this key IPL period. We have been leveraging super fan activations and meme marketing campaigns to connect with the fans. One of the key meme moments we amplified in the IPL season – has been MS Dhoni superfan Saravanan Hari performing pre-match rituals while sporting a chain from the MS Dhoni Signature Edition collection – which has resonated strongly with consumers and generated organic buzz. Memes also aim at a live commentary basis key events in the match where MS played a role
While the campaign has strong fan and content legs, it’s backed by a hard-working media strategy. From print and digital to sharper filters across platforms (using lifestyle, spend, and sport-based signals), we’ve ensured that our message is reaching the right audience. Last-mile retail integrations and location-based targetting tie the loop, converting interest into enquiries
Q. In a cluttered IPL envrironment what is the strategy being deployed to standout?
In a cluttered IPL advertising space, we’re not trying to out-shout others—we’re focussed on showing up meaningfully, and in the right places.
This campaign is about deepening the connection between fans, values, and the brand, and reminding people that when a piece of jewellery carries meaning, it carries lasting value.
Q. Will the marketing message revolve Aro0und fulfilling the aspirations of male consumers?
At the core Men of Platinum is built on leveraging the distinctive qualities of platinum and how it applies to the evolving identity of the discerning Indian man. Platinum is known for its durability, strength, resilience, and rarity. It stands for enduring value and sophistication, and these are the traits that men desire
For many consumers, platinum jewellery signifies personal achievement and is chosen to commemorate special occasions. Within these contexts, it can be linked to aspiration and accomplishment.
Through Men of Platinum, we embody an approach to life with a self-defined interpretation of success, where one’s character and values sit at the centre. This connection makes jewellery from Men of Platinum an authentic extension of self-expression and identity.
Through iconic partnerships like the MS Dhoni Signature Edition, culturally resonant platforms like cricket, or modern, minimalist design, our offering reflects the mindset of men who stand apart—not because they shout the loudest, but because their values shine through.
In a category long dominated by ingrained behaviour and traditional cues, Men of Platinum brings a distinct, emotionally resonant lens to aspiration—one that is anchored in authenticity.
Q. Influencer marketing is being used a lot during the IPL. Multiscreen engagement is another focus area where brands are present across platforms during the IPL. Hyper personalisation is an important theme in 2025.
Does Men Of Platinum have plans in these areas in 2025?
Certain key facts have shaped our initiatives:
1. 43% of the total audience is younger and their behaviours are forcing a rethink on sports marketing engagement strategies
2. The younger audience constitute the highest online consumption of sports versus any generation
3. A huge majority use a second screen while watching live sports and perform an average of three activities in addition to watching the live match
4. Non-live content e.g. highlights, behind-the-scenes, interviews etc is gaining momentum, prompting the use of these formats more widely
5. While linear TV enjoys a head start, social and video platforms are inching close appealing to fans more by the year. In a world where fans juggle multiple activities at once, digital is now complementary to TV.
6. Sports is a social experience, and technology keeps it interactive today. Technology is engaging the next generation of fans through gamification, personalisation and high-quality content.
It is clear that consumer journeys are anything but linear. Audiences are engaging across platforms, on multiple screens, often simultaneously—especially during cultural mega-moments like the IPL. At Men of Platinum, we’ve built a marketing approach that acknowledges this reality. Our campaigns are not just cross-platform—they’re platform-native, built to perform where the audience is and how they engage.
Take #HonourThe7, it isn’t just a fan activation—it spans the ecosystem across social, video platforms, Influencer content, and Point-of-Sale. We’ve designed this to tap into second-screen behaviour—where fans are watching the match on TV, scrolling social media, chatting on WhatsApp, and checking match updates in real-time.
Brought to life On WhatsApp, via a conversational experience it invited fans to craft a 7-word tribute to MS Dhoni. This tribute was instantly transformed into a personalised, AI-generated Fan Anthem video featuring their words—making the experience personal, participative, and proudly shareable. Making it an experience design rooted in storytelling and technology.
We’ve also dialled up contextual influencer marketing, through authentic fan moments. Take superfan Saravanan Hari—his pre-match ritual featuring the MS Dhoni Signature Edition chain organically captured attention. Or our meme marketing drops mirrored real-time match moments and IPL energy. This is where culture and content intersect and our intent was to give the brand relatability, not just visibility.
Meanwhile, our ESPN Cricinfo editorial series—Men of Platinum Presents: The Dhoni Legacy—taps into, off-field storytelling that today’s audiences crave. It enables us to extend engagement, leaning into the values, moments, and decisions that shaped Dhoni’s legacy—drawing a powerful parallel to what Men of Platinum stands for.
Our media approach is deterministic and precision-led, targeting cohorts by lifestyle, sports affinity, device behaviour, and purchase patterns. We’re also closing the loop at the last mile—using retail redirects, geo-targeting, and store-finder integrations to drive meaningful offline action.
In a cricket marketing environment that is leaning towards digital-first, multi-screen behaviour, we’ve intentionally designed campaigns that are shared, saved, and remembered.
For us, the playbook is: emotional storytelling at the top, product truth to drive conversion at the mid and intelligent targeting, plus access at the bottom, with meaningful engagement all the way through. That’s what we feel can help in a cluttered sports marketing environment.
Q. Will Platinum Guild International (PGI) – India use CTV a lot to connect with NCCS A in 2025? Innovations like CTV QR Codes are being seen.
Our strategy is rooted in precision, relevance, and contextual storytelling. And CTV offers all three. With high viewability, large-screen immersion, and measurable outcomes, CTV helps us bridge the gap between premium content consumption and actionable discovery.
We’re seeing strong traction with NCCS A audiences, many of whom have migrated to connected environments. What makes CTV even more exciting now is the rise of innovations like QR code integrations. These offer us a seamless way to connect storytelling with action—whether it’s redirecting a viewer to a product page, or even a nearby retail outlet.