#MyFirstEvara PGI India’s new digital campaign celebrates these rare firsts in a new bride’s life. The campaign is supported by a short film conceptualized by Dentsu Webchutney that captures one of the most overwhelming moments that any bride would relate to. The film opens with a bride who is anxious and is making arduous efforts to get the pleats of her saree right by herself just before her first lunch party in a new home. This is when her mother-in-law walks in with the intention to help and even bends down to fix her pleats. This gesture overwhelms the bride as she instinctively calls her “Ma” – marking an unforgettable start of a relationship.

A marriage is a new beginning, especially for the bride as she plunges into a new phase of her life tuning herself to a new atmosphere, fostering newer relationships, embarking on a fresh journey and adapting to multiple roles. For a bride, there are several moments of mixed emotions happiness on one hand & awkwardness on the other. All these moments become her beautiful first memories of her new life; instances like her first morning in the house after her marriage or the first time she is introduced as someone’s wife and not a girlfriend or even the moment when she calls her mother-in-law - ma for the first time. And the beauty of these firsts is that she does not see them coming. These unforgettable firsts mark a newer direction in her relationship with her new family, and moreover with herself.

Speaking on this beautiful campaign, Sujala Martis, Director, Consumer Marketing (PGI) said, “For every bride the fragile vulnerability of a key transition preoccupies her mind. There is a sense that everything will change. A shroud of expectations, explicit/implicit/self-driven surrounds the young woman. Its only important influences like her partner or her MIL who can smoothen any potential rough edges & lead her towards the liberation she dreamt of. Hence, the relevance & importance of the many firsts that follow immediately after. They form the founding blocks of a new life & are truly “Rare”. Charged with emotional meaning what better metal but Platinum to mark them with.”