MAM
Platinum Evara is #RedefiningRituals this Women’s Day
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.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
