MAM

Platinum Evara is #RedefiningRituals this Women’s Day

The campaign has been conceptualised by Dentsu Webchutney

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/06/rede.jpg?itok=34LjzcVj

MUMBAI: To mark Women’s day, Platinum Evara has unveiled a new digital campaign ‘#RedefiningRituals’ to celebrate the invincible spirit of the woman who with her rare choices is altering the narrative of cultural norms and practices, making it a better world for her present and the future generations.

The campaign is supported by a short film, conceptualised by Dentsu Webchutney, which endearingly captures the sentiment of a young bride to be, who firmly believes that a ritual like “Kanyadaan” can never dictate her relationship with her father, she cannot be given away and donated. She indeed questions the relevance of a Kanyadaan in a world where regressive rituals have no space & redefine it in the context of an equivalent role – she will always be their child first - her father’s daughter first.

In a first of its kind initiative, Platinum Evara will host a digital wedding on its social media handles on 8 March, which promises to alter and widen the lens through which traditional rituals are seen. The wedding will highlight how these rituals can be given newer meanings suited to the more equal, progressive and modern world of today.

Platinum Guild International director, consumer marketing Sujala Martis commented on the campaign, “Think there exists a lot of dichotomy in our society today – while on one hand, we want to say the bride to be should be brave, treated equal, respected – we unintentionally very often send missed signals – can her identity be subsumed? Can her closest relationships be dictated? Can a parental debt be paid back? Is a marriage marker meant for one gender alone? How can any weddings rituals determine any of this?  We want to celebrate the women who have made rare choices & sent out a strong signal into the world by choosing to not follow or reinterpret them.” 

Dentsu Webchutney executive creative director Pravin Sutar said, “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be a part of. There are a few who are redefining their wedding rituals. Wedding rituals, which might bring some more sensible new thinking in society. This campaign celebrates these rare women.”

The #RedefiningRituals campaign will be extensively amplified on social media and digital mediums. The film of the campaign will be showcased on Platinum’s social media handles @platinumevara on Instagram and @PlatinumEvara on Facebook.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/luminious.jpg?itok=nyXluvNK
Luminous & 82.5 Instil Hope on World Environment Day

MUMBAI:   On World Environment Day, Luminous wanted to play a little part in restoring belief in a better future, as individuals and as a collective. Through this video, Luminous & 82.5 Communications are trying to change people’s perspectives in a simple yet thought provoking manner. In the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/watconsult.jpg?itok=smGapg7v
WATConsult partners with MindPeers to ensure mental well-being of employees

MUMBAI: Focusing on the mental well-being of employees is the need of the hour. Considering this as its highest priority, WATConsult has partnered with MindPeers a holistic science-based mental health tech platform. The brand is known to extend qualitative, affordable and measurable mental wellness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/zee.jpg?itok=L046A_t4
'Shaadi Mein Zaroor Aana' As ZEE Biskope invites viewers for 'Lagan Utsav'

When it comes to occasions that bring the entire family together, few match up to the grandeur and togetherness of Indian weddings. Over the years, this grand event has been a part of countless Bhojpuri films and has brought families regaling in the festivities of life’s most important relationship...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/Ogilvy.jpg?itok=fIVExEDv
Fevicol sends the people of India a message for Unlock1

As the lockdown eases gradually, Fevicol sends out a message of awareness to the people of India.  This message from Fevicol petitions people to be even more particular than before about wearing a mask and maintaining the social distance of 2 meters. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/Sajid_Dadarkar-Ashwini_Vyas.jpg?itok=Fh6X5dus
IdeateLabs promotes Porus Jose as CCO

MUMBAI: IdeateLabs has recently appointed two senior creative directors to their team – Sajid Dadarkar and Ashwini Vyas. Among their various other responsibilities, the duo will be instrumental in charting a creative strategic roadmap for the agency and transforming the communication approach for...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/05/Vikas%20Sharma.jpg?itok=qwMVNwWc
Magazines and in-app communication to promote Marriott's welcome-back discounts

NEW DELHI: The Covid2019 pandemic has led to many businesses within the country shut their shops completely, including the $22billion hotel industry. For the past two months, with stringent travel restrictions in place, the industry faced clumps of losses. However, as the lockdown starts easing,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/04/oppo.jpg?itok=BUTCOlrx
OPPO inspires people to push their limits with Finder Campaign

MUMBAI:  OPPO has partnered with English actor Eddie Redmayne, rock climber Alex Honnold and technology reviewer Marques Brownlee to inspire people to continue pushing their boundaries and strive for better. Conveying the spirit to explore more possibilities, OPPO’s latest Finder Campaign salutes...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/04/adidas.jpg?itok=szmf_lEQ
MANUSHI CHHILLAR JOINS TEAM ADIDAS TO EMPOWER MORE WOMEN TO FOCUS ON HOLISTIC FITNESS

Amidst COVID-19 lockdown, when thousands are looking for inspiration, adidas has been leading the charge with #HOMETEAMHERO Challenge -- inspiring more people every single day to stay physically and mentally fit. Joining adidas in this endeavor is fitness enthusiast and former Miss World 2017...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/04/olgate.jpg?itok=RwG6yDVM
Colgate launches “Dentists for me” - A Free Online Dentist Consultation

Colgate-Palmolive (India) Limited, the market leader in Oral Care has launched Colgate DentistsforMe.in - the first of its kind Teledentistry platform that brings you free access to Dentists from the comfort of your home.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required