We are living in transient times, where this search for novelty and individuality has taken precedence over 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.
“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 Sujala Martis, Director, Consumer Marketing, Platinum Guild International – India, said while talking about the campaign.
Commenting on the campaign, Pravin Sutar, Executive Creative Director, Dentsu Webchutney, 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.”
Campaign Developed and Conceptualized by Dentsu Webchutney