MAM
Love takes over Platinum this Valentine’s Day
MUMBAI: Love deserves an expression. But do phrases like “falling for you”, “blinded by love”, “head over heels”, “madly in love” hold true today? Are they relevant? Is that what we want love to feel like in a modern world that aspires for equality, empowerment and respect for individuality? A state where one loses one’s sense of rational thinking is dizzy and confused seems like sharp contrast. While love is meant to be great high, one that uplifts you then must its expressions all somehow pull you down?
Dinner dates at expensive restaurants, over the top romantic gestures – sure sound nice in a film, but don’t they tend to preoccupy your thoughts, misdirect your efforts /expectations and create a shift in focus. Instead of thinking of how to make this relationship more real for today, a more meaningful partnership, don’t they serve to lead you into believing something else?
This month of love – “LOVE” itself comes alive and questions the relevance of these expressions and gestures.
Platinum Days of Love brings alive a unique four week digital and social campaign personifying love and infusing new and refreshed meaning into expressions and gestures around Valentine’s Day. Reimagining love to mean a relationship that makes two people greater together. In the days leading up to Valentine’s Day, each day LOVE will write an open letter that questions outdated expressions, frivolous gestures, rituals and days offering its modern perspective on relationships, urging couples to embrace acts and gestures that are more meaningful.
And that’s not all – One of the most interesting features that Platinum Days of Love adds to this campaign is the “Love Bot”. The Love Bot works in the form of a voice-based ‘google assistant’, suggesting meaningful ways to celebrate Valentine’s day – including the best way to express your love to your partner, to surprise your loved one and also to buy him or her the perfect Valentine’s Day gift!
The entire campaign is supported by PDOL’s acclaimed #GreaterTogether digital film that celebrates couples who can come together to build an even more formidable force where differences add perspective and similarities are built on to make one stronger.
“It’s time we replace and reimagine the vocabulary around love and relationships from one that rejects and undermines the potential of an individual, cues compromise and sacrifice to one that demonstrates how two individuals can come together to build something greater. Can go from strength to strength. Falling, blinded, taking the plunge all land up seeming like one has been severely compromised. Couples today aspire for a love that empowers and uplifts – where together builds a greater partnership at every level. Where gestures don’t leave you skeptical because they are so over the top but rather reassured- said Platinum Guild International India consumer marketing director Sujala Martis.
“Reimagining love is a natural fit for today’s couples. They have stopped believing in archaic definitions of love and believe in love that empowers them. With this campaign, this Valentine’s Day we want couples to look beyond over the top, frivolous ways to celebrate; and take a more meaningful approach. The idea was to not make this a preachy campaign and hence the conversation is led by Love. Love that’s meaningful and the one that makes you greater together” – said DentsuWebchutney client services Harsh Shah
Known for meaningful designs crafted in rare platinum – apt for when a relationship too mirrors rare qualities. PDOL has curated a collection of six exquisite Platinum Love Bands in its “Greater Together” collection. The designs of each pair stands for a unique promise that enables couples to be #GreaterTogether. The collection will be available to purchase across leading jewellery retail stores in India from the 25 of January until 15 February.
The campaign is live across digital platform from the 25 of January until 15 February.
Brands
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
