In Men of Platinum ad campaign, Ratnalaya Jewellers brings out growing relevance of platinum and men’s jewellery

According to Saket Keshri, Director, Ratnalaya Jewellers, platinum is steadily becoming popular among jewellery consumers in Patna, especially men, who prefer it for its inherent subtlety and simplicity

Patna: In an ad campaign for the Platinum Guild International’s Men of Platinum series, Saket Keshri, Director, Ratnalaya Jewellers has sparked a conversation around platinum and the rising popularity of men’s jewellery in India. A major retailer endorsing platinum is an indicator of evolving market mores in the brand’s home ground, Patna, which is primarily a market of gold and silver consumers.

“This campaign does not mean gold cannot be a choice for delicate jewellery patterns, it does mean that many consumers are quite intrigued by the novelty of platinum and how different it looks in terms of design. At the end of the day, as a brand, we give different options to the customers and they get to choose which metal and type of jewellery best defines their style. We are seeing more and more people opt for platinum,” says Saket Keshri, who himself features in the ad campaign. In the video, Keshri is seen sporting various platinum jewellery pieces while the voice-over reflects on the qualities of resilience, versatility and strength, traits that Men of Platinum has been associated with.

According to Keshri, platinum is steadily becoming popular among jewellery consumers, especially men, who prefer inherently lightweight designs. While the target audience for jewellery has always been women, men’s jewellery is an area that the brand is promoting quite extensively, considering the market demand. “As consumers are evolving, so must the brand’s jewellery,” says Keshri. “Earlier, men’s jewellery was limited to a simple gold chain, but today, men are also particular about what they wear. Therefore, men’s jewellery comprises cuff links, tie pins, brooches, bracelets and so much more.” 

Keshri goes on to explain that the aim of the video campaign is to help consumers understand platinum better. By doing so, the brand is able to market the rare metal to its customer base of gold and silver jewellery buyers in Patna, who have been drawn to platinum jewellery of late. Such consumers not only see jewellery as an adornment and investment, but also as a means of expressing themselves, says Keshri, who has observed that the white metal is already catching on among consumers due to its inherent subtlety and simplicity.

The brand has widely promoted the video campaign across multiple platforms, including its own social media handles. Since the release of the campaign, the video has garnered close to 4 lakh views. “As the campaign is a collaborative effort between Men of Platinum and Ratnalaya Jewellers, we are extensively promoting it to ensure maximum impact. We look forward to getting 4-6 million views over the next month or two,” says an enthusiastic Keshri. 

Written by Aparna Bhowmick

Retail Jeweller India Exclusive