Rohit Sharma and Anirudh Ravichander Star in Men of Platinum Campaign

The new campaign by Platinum Guild International India explores how character, resilience and conviction shape lasting success.

Platinum Guild International (PGI) India has launched a new campaign for its men’s jewellery brand, Men of Platinum. The campaign features cricketer Rohit Sharma and music composer Anirudh Ravichander.

Its central theme is ‘Enduring success is forged through character’. The campaign explores the values and choices that shape personal and professional journeys.

It also reflects the growing potential of men’s platinum jewellery. The brand caters to different tastes, from contemporary, design-led pieces to statement jewellery that marks personal achievements.

Through their distinct experiences, Rohit and Anirudh explore what it takes to sustain success, overcome challenges and keep moving forward. Platinum represents the strength and perseverance behind these journeys.

Rohit Sharma’s Films Focus on Resilience

Rohit Sharma features in two campaign films, ‘Live up to it’ and ‘Showing Up’. Both explore the responsibilities that come with success and the resilience needed to maintain it.

In ‘Live up to it’, Rohit recalls the excitement of winning a match and hearing his name called out during gully cricket. As his name becomes recognised beyond those early days, the story turns to the responsibility that follows. The film highlights the importance of meeting expectations through consistent actions and personal conviction.

‘Showing Up’ focuses on the morning after a lost game. It explores the challenge of finding the confidence to begin again when things do not go as planned.

Rohit says in the film, “Everyone thinks losing is the hardest part. But the hardest part is waking up the next morning and believing again.”

Together, the films link platinum’s enduring strength with the ability to face setbacks, accept responsibility and move forward.

Anirudh Ravichander Explores Self-Belief

Anirudh Ravichander’s campaign films, ‘What’s Next’ and ‘Unsure’, focus on creative growth, self-belief and overcoming doubt.

‘What’s Next’ explores the comparisons that followed his successful track Kolaveri Di. Instead of repeating past success, Anirudh looks for new possibilities and pushes his creative boundaries.

As he says in the film, “People think they have heard my best song, but I haven’t composed it yet.”

In ‘Unsure’, Anirudh reflects on being the youngest person in the room and the uncertainty that came with the experience. The film connects platinum’s quiet strength with the confidence needed to overcome self-doubt and keep creating.

Together, these stories present success as an ongoing journey. They highlight the importance of growth, confidence and the willingness to take on new challenges.

Men of Platinum Expands Its Jewellery Range

Platinum Guild International India says the campaign aims to make platinum jewellery relevant to more men and occasions. It brings together statement pieces and contemporary designs that reflect individual style.

Sujala Martis, Director, Consumer Marketing, Platinum Guild International India, said: “Men’s relationship with jewellery is opening up a much bigger opportunity for platinum. We are expanding Men of Platinum across styles and occasions—from statement pieces that reflect achievement and presence to contemporary, design-forward jewellery that becomes part of a man’s individual expression. The ambition is simple: to make platinum relevant to more men, in more moments of their lives.

Rohit and Anirudh bring this expanded world to life through two distinctive and equally compelling journeys. Their experiences are different, but reveal how character shapes success. That gives us a powerful way to connect their stories with platinum—a metal defined by its inherent strength and ability to endure.

The campaign makes that connection through deeply human moments: living up to a name, finding the strength to begin again, moving beyond a breakthrough, or overcoming self-doubt. Rohit and Anirudh respond to these moments in their own ways, but the underlying truth is the same: character reveals itself in what you choose to do when you are tested. That is what makes their stories such a natural expression of Men of Platinum.”

Brand Partners Share Their Vision

Mansi Shah, Business Head – Mumbai, Famous Innovations shared: “Platinum gave us a beautiful starting point because endurance is built into the metal itself. We wanted to take that idea beyond the metal and look at what it really takes to endure. Rohit Sharma and Anirudh Ravichander have walked very different paths – Rohit has always had resilience, while Anirudh has kept moving forward, constantly reinventing himself along the way. But both have shown us that staying the course takes more than talent. It takes the conviction to keep going, keep evolving and keep showing up for what you believe in. And that’s the kind of success we wanted to celebrate.”

Rohit Sharma also highlights the link between platinum’s strength and personal character. He said, “Platinum is known for its enduring strength, and I think that makes it a powerful symbol of the character it takes to keep moving forward, no matter what comes your way. I have always believed that while success is important, how you get there matters just as much. The decisions you make under pressure, how you respond when things don’t go your way, and how you bring people along with you – that says a lot about who you are. That idea of character is something I connect with strongly in Men of Platinum.”

Anirudh Ravichander shared his views on self-belief and creative growth. He commented, “For me, success is about believing in yourself, creating your own path and continuing to evolve. There will always be opinions about what you should do, but having the conviction to trust your instincts and keep moving forward is what matters. That idea of character is something I connect with strongly in Men of Platinum. Platinum is known for its strength and ability to endure. To me, that makes it a fitting symbol of the self-belief it takes to keep creating, evolving and moving forward”

Festive Season Campaign Rollout

Men of Platinum will launch the campaign across digital platforms, print and outdoor media in multiple markets during the festive season. Collection imagery will also showcase the jewellery designs and their details.

By bringing together the journeys of Rohit Sharma and Anirudh Ravichander, the campaign presents platinum as a symbol of character, resilience and conviction. It highlights the values that help shape lasting success.