Platinum Evara’s new #BecomingMe campaign celebrates the personal journeys of women

Under the campaign, a series of short films focus on the life, journeys, and challenges of Indian Women’s Cricket Team’s Jemimah Rodrigues, and musical prodigy Nithyashree Venkataramanan from Tamil Nadu

Mumbai: Born from the stars, platinum is one the rarest metals on earth, a truly one-of-a-kind metal that is ideal to celebrate each young woman’s unique journey to becoming herself. Platinum Evara by Platinum Guild International (PGI) – India has launched a new campaign that is a celebration of those precious moments, emotional revelations, and learning curves with which young women of today find their authentic voices.

“Becoming Me” features Jemimah Rodrigues, the star performer and all-rounder of the Indian Women’s Cricket Team, and Nithyashree Venkataramanan, a musical prodigy and playback singer from Tamil Nadu.

Today’s young women believe in exploring their strengths, embracing their flaws, and most importantly, taking pride in who they have come to be. These qualities are essential elements of their individual journeys. Each step, each milestone they reach, is a moment to be treasured and celebrated, marking significant strides on their way to #BecomingMe.

A series of five short films offers an intimate glimpse into Jemimah and Nithyashree’s lives.

The series featuring Jemimah Rodrigues reveals her extraordinary journey, beginning with her unwavering self-belief as a six-year-old. It tracks her path of overcoming doubts, and her resilience in facing failures, never allowing them to dampen her spirit. Jemimah’s story is not just about realizing her own dreams; it’s an inspiring beacon for countless young girls across the country. The series beautifully encapsulates her journey, highlighting her comfort and confidence in her own skin. It delves into heartfelt moments, including her cherished memories of her ‘dadda,’ the pillar of her strength.

Next are the films that chronicle Nithyashree’s life where she talks about how she remained true to her craft, learning to trust her voice at a very young age, and mastering the art of singing in 25 languages, a feat very few can boast of. Even when doubt surfaced, she worked hard to overcome her fears, owning her unconventional voice. Today she looks back at her journey with pride, celebrating all that she has become.

Speaking on the campaign, Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI) – India said, “Young women today desire the freedom to live from the heart, fluidity defines this new wave of femininity. We are delighted to have two women with commendable journeys as the faces of this campaign – Jemimah Rodrigues & Nithyashree Venkataraman. Be it understanding their self-worth, or just fiercely believing in themselves, young women today find inspiration in their stories”.

Jemimah Rodrigues shared her thoughts on being a part of the new Platinum EVARA campaign and said, “As women, we have come a long way, each of us carving a path that’s uniquely our own. It’s essential to celebrate every aspect that shapes our true worth, with something as exceptional as our individual personalities. Platinum EVARA stood out for me as a brand that encourages women to embrace and revel in who they truly are. I am extremely excited to come on board for this campaign.

Speaking on the campaign, Nithyashree Venkataramanan said, “I truly resonate with what Platinum EVARA stands for and I am happy to be a part of the latest campaign for the upcoming season. It’s vital for us as women to celebrate every special moment and milestone in our journey of self-growth, a journey marked by courage and passion.”

“Their stories have the potential to inspire countless young women, and we are pleased to share that with the world through this campaign,” Mansi Shah, Brand Planning Director, Famous Innovations.

The new Platinum EVARA campaign launches a new collection and will also be supported by a robust outreach across Television, Print, Digital, Social, and PR. Crafted with 95% pure precious platinum, each piece in Platinum EVARA’s new collection has been exquisitely crafted and caters to the distinctive style sensibilities of today’s women. This new collection is available across leading jewellery retail stores in India.

Retail Jeweller India News