Platinum Guild International India launches Platinum Season of Love 2026 from April 17 to May 31 across India, aiming to drive platinum jewellery demand through retail partnerships, branded collections and marketing campaigns.
Platinum Guild International (PGI) India has announced the launch of the 2026 edition of Platinum Season of Love, a nationwide retail activation running from April 17 to May 31 across jewellery stores in India.
The annual initiative is part of PGI India’s strategic calendar and is aimed at driving consumer demand and retail momentum for platinum jewellery during the summer season, which includes weddings and gifting occasions. The programme is being executed in collaboration with retail partners across the country.
The activation will showcase platinum jewellery collections across PGI’s branded segments, including Men of Platinum, Platinum Evara, and Platinum Love Bands. These categories are positioned to cater to men, women, and couples, with a focus on contemporary design and occasion-based purchasing.
PGI stated that the collections are crafted in 95% pure platinum and are designed to appeal to younger consumers seeking jewellery aligned with self-expression and meaning.
The 2026 edition is also supported by a consumer-facing campaign for Men of Platinum featuring brand ambassador MS Dhoni. The campaign, built around the theme ‘Chosen by Mahi’, highlights attributes such as intent and authenticity associated with platinum.
Vaishali Banerjee of PGI said, “Young Indian consumers today are increasingly drawn to jewellery that reflects who they are — making rarity, meaning and self-expression more important than ever. Platinum is uniquely placed to meet this need. With Platinum Season of Love, we are translating this insight into a focused retail programme that drives both consumer value and category growth, in close collaboration with our retail partners.”
Retailers including GRT Jewellers and Kalyan Jewellers indicated that such activations support in-store visibility, consumer awareness, and conversion, particularly by communicating platinum’s rarity and differentiation from gold.
PGI noted that strong retailer participation is expected to support engagement and drive sales across categories during the activation period.
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