Platinum Evara embraces the spirit of the Women’s Premier League with #IGotThis social-first content

The intent of the series is to foster a sense of community among fans, while also amplifying the brand’s presence during the tournament

Mumbai: The rise of women’s cricket in our country has been nothing short of inspirational and it offers the perfect platform for Platinum Evara, platinum jewellery aimed at the young woman segment. As a brand that stands for a celebration of womanhood, the rise to prominence of women’s cricket provides an ideal backdrop to bring the brand world alive.

Platinum Evara has been associating with cricket since last year, via Jemimah, who is the face of the brand. The integration with WPL takes that journey further and builds upon the foundation of Platinum Evara’s “Becoming Me,” which highlighted Jemimah’s inspiring journey from a passionate six-year-old to a cricketing icon.

#IGotThis is a series of five dynamic social-first content pieces, each centered around a doubt that Jemimah eliminates with a simple phrase. Beyond this content, the brand will chronicle her journey through the WPL with key candid BTS moments, instances of her practicing, playing, reflecting, in conversation or even taking a break between games. Episodic branded content will go live as spikes to this association. Fans will be invited to share messages of support for Jemimah, participate in contests, and win giveaways.

In addition, the brand will leverage contextual signals from the game to engage with audiences by tapping into real-time events as they unfold in the matches she plays. Dynamic, contextual creative assets will be deployed amidst our audience cohorts that have an affinity for the game. For instance, if Jemimah hits a six a contextual branded creative will be deployed in real time in sync with this event. These real-time assets will attempt to match the energy of the match – celebrating every triumph through the game.

“The WPL was an opportunity for collaboration beyond content alone. Platinum Evara will chronicle Jemimah’s journey through the tournament, rally fans around her, and allow us to make a powerful contextual statement. #IGotThis campaign speaks to those overcoming challenges with a quiet sense of self-belief. Jemimah embodies this perfectly, we’re happy to cheer her on and inspire other women to know they’ve got this too!” said Sujala Martis, Consumer Marketing Director, PGI-India.

Courtesy: theprint.in