The campaign invites fans to share seven-word tributes to their hero, which are transformed into AI-generated video anthems, creating a digital keepsake and a chance to win tickets to select CSK games
Mumbai: As IPL 2025 captures the attention of cricket fans across the country, PGI-India’s Men of Platinum has launched the #HonourThe7 campaign, a tribute to MS Dhoni, an icon recognized for his leadership, resilience and composure. This fan-driven initiative transforms admiration into action, inviting Dhoni fans to express their love for their hero through a unique digital platform.
Building on the Men of Platinum x MS Dhoni Signature Edition, the #HonourThe7 campaign encourages fans to share a seven-word tribute to Dhoni via a dedicated WhatsApp channel. Each submission is turned into a personalized AI-generated video anthem, featuring the fan and their message, creating a digital keepsake for sharing on social media. Fans are asked to tag @MenOfPlatinum and use #HonourThe7 when posting their anthems. The most impactful entries will win tickets to select CSK games, providing an opportunity to witness Dhoni’s legacy in person.
During the IPL season, Men of Platinum has developed a strong media plan that spans digital, social, print, and platform-specific channels, bringing the MS Dhoni Signature Edition to life in a new way. The initiative highlights the rare qualities of platinum—strength, resilience, and endurance—while also recognizing the human values Dhoni represents: leadership, courage and compassion.
Men of Platinum has partnered with ESPN Cricinfo to launch an exclusive content series titled ‘Men of Platinum presents The Dhoni Legacy’. Hosted by Raunaq Kapoor, the series features cricket experts such as Anil Kumble, Tom Moody, Ambati Rayudu, Ian Bishop, and Sanjay Manjrekar, who have witnessed Dhoni’s career first-hand. Each episode will be centred around key CSK match days and will blend reflections on the matches with personal stories and legacy moments, providing an insight into what sets Dhoni apart. The series draws a connection between Dhoni and platinum, reinforcing how the qualities that define Dhoni also define platinum as a precious metal and Men of Platinum.
The campaign is further supported by fan-focused activations such as meme content and superfan integrations, generating an emotionally charged, culturally relevant brand moment.
Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI)-India, commented: “The MS Dhoni Signature Edition was created to capture more than just a name—it’s a tribute to the values and legacy of a true icon. This IPL, the collection becomes even more meaningful as Dhoni takes the field once again, stirring emotion in fans across the country. Today, fandom is immersive—fans don’t just watch the game, they live it. They express it through reels, memes, placards, and personal stories. With #HonourThe7 and our ESPN Cricinfo series, we’re offering them powerful new ways to engage. Just like platinum, MS Dhoni’s legacy is rare and enduring—and this campaign is our tribute to the values that make him a true Man of Platinum.”
Men of Platinum is a men’s jewellery brand from the Platinum Guild International (PGI) based on the insight that values that define men of character are rare, and men driven by these values deserve a metal that captures their essence, a metal as rare as platinum. Established in 1975, Platinum Guild International (PGI) is a marketing organization dedicated to developing the global platinum jewellery market as a new source of demand for platinum.
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