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Platinum Guild of India has entered into a content partnership with lifestyle publisher Grazia for a campaign aimed at promoting ‘Platinum Love Bands’ this summer wedding season.

The partnership includes a series of two video assets with South Indian celebrity couples, Tarini Kalingarayar and Kalidas Jayaram, as well as Reba John and Joemon Joseph.

Jayaram is an actor with films in both Malalyalam and Tamil cinema and Tarini is a model and beauty pageant winner. John is an actress who has worked in Tamil and Malalyalam films and Joseph is a content creator.

Each video opens with the couple sharing their endearing moments and gestures that have shaped the love language of their relationship.

From hugs that feel like home to finding each other’s imperfections just perfect, these couples choose each other and their love every single day.

The storytelling aims to capture these meaningful reasons that have urged them to take that next step and commit to this love they share.

Kalingarayar and Jayaram stated, “We love how the video in collaboration with Platinum Love Bands, showcases our journey and captures those little moments that are extremely special and endearing. Ours is a love that’s one in kind and we feel blessed, nothing but Platinum Love Bands can mark a feeling so special and that is beautifully captured with this video.”

John and Joseph also stated, “It was a fun and exciting experience, that made us recall all those little moments and reasons that make us fall and stay in love with each other every day. Platinum Love Bands are a perfect marker of the love we share - rare and precious. They remain a constant and beautiful reminder of the reasons that led us to #CommitToLove.”

Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI) – India, said, “Collaborations and partnerships have become a key aspect of today’s marketing landscape. The curation of strategic partners and influencers becomes essential in order to elevate brand recall. Brands today don’t compete with each other but rather with everything in culture and that’s where influencer marketing and content is able to cut through with its perceived authenticity. For Platinum Love Bands in this case, they will help drive a regional connect and cultural relevance in key markets.”

This content collaboration is a part of the larger #CommitToLove integrated marketing campaign spanning Print, OOH, and Digital and Social.