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Celebrating Love That Is Rare
Platinum Days of Love’s campaign #LoveSoRare for its new season’s collection celebrates rare love with 30 digital films inspired by 30 designs
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Modern relationships demand a better understanding of each other, respect for what each person brings to the dynamic, and a sense of individuality that doesn’t stop them from coming together. This ability to be self while being together is highly aspirational for young couples, but it isn’t easy to achieve.
Dentsu Webchutney, Dentsu Aegis Network’s digital agency, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.
Platinum Days of Love celebrates this very kind of modern love, and their new collection is a reflection of this ethos.
This kind of rare love, brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the films demonstrate how those who have a rare connection don’t see differences coming in the way of love, they look at it positively. They know that despite the differences, what they share is rare.
Pravin Sutar, Executive Creative Director, Dentsu Webchutney said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique.”
To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolise rare love.
Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “Each pair of rings from the collection has a unique design story that marks the rare bond between a couple. ”
Sujala Martis, Director Consumer Marketing, Platinum Guild International said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths and creating a value system that is aspirational, progressive and yet differentiated is what we aim for. Love needs to be based on true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practise however is hard and rare to find. A rare love like that deserves an equally rare metal Platinum.”