PGI India launches ‘#MyFirstEvara’ digital campaign

December 14, 2021 - Precious Platinum

The campaign celebrates many firsts a bride experiences in life after her wedding

Platinum Guild International (PGI) has come up with a new campaign ‘#MyFirstEvara’ to celebrate the rare and many firsts a bride experiences in life after her wedding.

“For every bride the fragile vulnerability of a key transition preoccupies her mind. There is a sense that everything will change. Hence, the relevance and importance of the many firsts that follow immediately after. They form the founding blocks of a new life and are truly ‘Rare’. Charged with emotional meaning what better metal but Platinum to mark them with,” Sujala Martis, director, consumer marketing (PGI) said.

The campaign is supported by a short film conceptualised by Dentsu Webchutney that captures one of the most overwhelming moments that any bride would relate to.

The film opens with a bride who is anxious and is making arduous efforts to get the pleats of her saree right by herself just before her first lunch party in a new home. This is when her mother-in-law walks in with the intention to help and even bends down to fix her pleats. This gesture overwhelms the bride as she instinctively calls her ‘Ma’ – marking an unforgettable start of a relationship.

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