Platinum Guild International is aiming to strengthen the brand’s association with cricket. The collaboration will see a panel of cricketing experts selecting ‘Men of Platinum’ across key matches in the tournament
Mumbai: Capitalizing on the fervour generated by the ICC Men’s Cricket World Cup, Platinum Guild International (PGI) has collaborated with a leading global cricketing platform, ESPNcricinfo, to strengthen the Men of Platinum’s brand association with cricket. The collaboration entails an integrated content initiative to celebrate the sporting season.
The content series, which has been streaming since October 5, aims to identify the ‘Man of Platinum’ across integral matches spanning the tournament. It will be an ongoing special segment for 24 match days via a property called ‘ESPNcricinfo Direct Hit’.
Each mini-episode is amplified across ESPN and the brand’s social handles. The segment is hosted by Raunak Kapoor and a panel of cricketing experts from around the world including Anil Kumble, Dale Steyn, Shane Bond, Cheteshwar Pujara, Wasim Jaffer, Aaron Finch, Deep Dasgupta, Matthew Hayden & Steve Harmison. The hosts will discuss, debate, and choose the player who deserves the title of ‘Man of Platinum of the Day’ on ESPNcricinfo.
Sujala Martis, Consumer Marketing Director, PGI – India, commented on how the initiative aims to preserve the intensity and key turnaround moments of the season – “We are excited to launch this content initiative with ESPNcricinfo and call out a ‘Man of Platinum’ for the match. From a brand perspective, calling out the significance of character and key values, when it’s easy to forget them given the rush and intensity of the game, seemed like a natural extension.”
The ‘Man of Platinum’ in every match is chosen based on values the brand champions – such as courage, resilience, and compassion amidst the game’s intensity. PGI has also introduced fan content where lucky winners will win merchandise autographed by Suryakumar Yadav.
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