Mumbai: Platinum Guild International (PGI) India has announced a focused hyperlocal activation programme ahead of the upcoming wedding season, aimed at strengthening consideration for platinum jewellery across key markets. The programme will run from mid-June to mid-July 2026.

Designed to deliver high reach and frequency across premium catchments, the initiative aims to increase visibility for platinum jewellery closer to key consumer decision-making moments. Building on the momentum of Platinum Season of Love and Men of Platinum: Chosen by Mahi, PGI India is extending its consumer engagement efforts through a market-by-market activation approach that brings platinum closer to consumers during an important purchase occasion.

The programme will leverage a mix of digital and phygital platforms, including targeted digital campaigns, intent-based audience targeting, geo-targeted media across premium catchments, MyGate activations in affluent residential communities, and metro branding in Kolkata and Chennai.

The wedding season is an important period for jewellery purchase and gifting. Platinum is increasingly emerging as a meaningful choice for wedding gifting, offering consumers a distinctive way to celebrate important relationships and milestones. Through this hyperlocal programme, the focus is to build visibility where purchase journeys begin, strengthen consideration for platinum jewellery, and support retail partners across key markets as consumers prepare for an important buying season.

The initiative reflects PGI India’s continued commitment to strengthening category relevance for platinum jewellery. By creating high-frequency visibility across key consumer touchpoints, the programme aims to support retail growth during one of the  most important buying periods.