Platinum Guild International (PGI) India has unveiled a targeted hyperlocal marketing initiative in preparation for the upcoming wedding season, with the objective of boosting consumer consideration for platinum jewellery across key markets. The campaign will be active from mid-June to mid-July 2026.
Focused on delivering strong reach and repeated visibility within premium consumer hubs, the programme is designed to engage buyers closer to their purchase decisions. Building on the success of campaigns such as Platinum Season of Love and Men of Platinum: Chosen by Mahi, PGI India is expanding its consumer outreach through a market-specific activation strategy that connects platinum jewellery with shoppers during a crucial buying period.
The campaign will utilise an integrated mix of digital and phygital channels, including targeted online promotions, intent-driven audience targeting, geo-targeted advertising in premium locations, MyGate activations within affluent residential communities, and metro branding initiatives in Kolkata and Chennai.
Wedding season remains a significant time for jewellery purchases and gifting, with platinum increasingly gaining popularity as a meaningful gifting option. Through this hyperlocal initiative, PGI India aims to enhance visibility at the beginning of the consumer purchase journey, strengthen preference for platinum jewellery, and provide support to retail partners across important markets as demand builds for the festive wedding period.
The programme underscores PGI India’s ongoing commitment to enhancing the relevance of the platinum jewellery category. By creating consistent visibility across multiple consumer touchpoints, the initiative seeks to drive retail growth during one of the industry’s most important sales seasons.