Mumbai: With three successful editions in the past, Platinum Guild International (PGI) India will soon kick off its 4th edition of the ‘Platinum Season of Love’ campaign from May 17 to June 16.
Platinum Season of Love brings with it extraordinary offers and rewards for consumers and an incredible platinum experience in store with a wide range of platinum jewellery to choose from, this season. Every consumer who purchases platinum jewellery will be eligible to participate in this exciting contest by sharing the story of their platinum purchase. The grand-prize winner of this contest will win a Platinum Evara jewellery voucher worth ₹ 200,000. Among other rewards are 10 platinum jewellery vouchers worth ₹ 50,000 each and 20 platinum jewellery vouchers worth ₹ 15, 000 each.
Platinum ‘Season of Love’ has grown with each of its editions to become an immensely popular program with PGI’s retail partners. Last year, saw a tremendous increase in the number of consumer footfalls and saw an enthusiastic increase in participation by the retailers as well. Retail participation in 2018 grew a whopping 59% from 2017 indicating the growing interest in pursuing the high margin opportunity that platinum offers to its trade partners. This year the participation for Platinum Season of Love has grown to 1150 stores across 200 plus cities across India.
Platinum jewellery has gained immense popularity among the young consumers in the country. The category has played a crucial role in driving new and younger consumer footfalls to PGI’s partner stores. PGI’s strategy of emotionally branded propositions like Platinum Days of Love and Evara has contributed to the robust growth of the category and the metal has successfully become the ultimate expression of love and commitment among the young in the country. The rarity of the metal and the unique classy designs have appealed to the sartorial tastes of the millennial audience.
“Platinum Season of Love” campaign has been a grand success across our showrooms. We see a lot of new customer walk-ins. Apart from wedding bands, Platinum Evara and Platinum Men’s collection helps us drive growth in the season” said Mr. Suresh VN, Manager Diamond Division, Joyalukkas.
Speaking about the campaign, Mr. Sambhav Karnawat, CEO, Jewelove said “Season of love is a brilliant campaign which has created consumer awareness and we believe it will be instrumental to the success of platinum jewellery in India”.
Mr. Manish Gupta, Director, Alankar Jewellers said, “With platinum Season of Love we have tasted success in a lean season. The campaign created a customer pull and we were able to convert a lot of walk-ins into sales.
Mr. Pratap Kamath, Managing Director, Abaran said, “Platinum season of love is a fantastic promotion by PGI. We have seen fantastic sales during this period, 2018 we recorded 20% increase in sales growth.
The Platinum ‘Season of Love’ campaign, will be promoted extensively through digital media and direct mailers. In addition to this, partner retailers will be organizing exclusive previews for their consumers during the campaign period.