Running from 17th April to 31st May 2026, a nationwide activation celebrating platinum’s rarity

Platinum Guild International (PGI) – India announces the launch of Platinum Season of Love 2026, its signature nationwide retail activation set to run from 17th April to 31st May 2026 across jewellery stores in India. A key strategic initiative in PGI India’s annual calendar, the programme is designed to drive consumer demand and retail momentum for platinum jewellery across key branded segments, in collaboration with PGI’s trusted retail partners, as they usher in the summer season, marked by special occasions and weddings.

With a curated collection of exquisitely crafted platinum jewellery pieces across Platinum Evara, Men of Platinum and Platinum Love Bands, this retail initiative will serve as a catalyst to boost platinum jewellery growth during the period. The initiative will help shoppers discover why platinum stands apart as a rare precious metal of enduring value. This year it is complemented further by a consumer-facing campaign for Men of Platinum, featuring brand ambassador MS Dhoni built around the thought of ‘Chosen by Mahi’. The campaign celebrates men of rare character—those who choose with intent and never compromise—making platinum their natural choice. As an icon known for his quiet strength, authenticity and enduring appeal, Dhoni reflects the very qualities that define platinum. The campaign reinforces a clear idea: a man of character chooses a rare metal of enduring value.

At the retail point, Platinum Season of Love 2026 will showcase a curated mix of platinum jewellery across PGI India’s branded categories, including:
• Men of Platinum, featuring statement platinum jewellery for men
• Platinum Evara, with finely crafted platinum jewellery designs for the women of today
• Platinum Love Bands, that celebrate modern love and commitment

Together, these categories showcase platinum’s rarity, emotional significance, and modern relevance—encouraging consumers to choose a metal that is not only precious, but distinctly rare. Crafted in 95% pure platinum, PGI’s branded platinum jewellery collections continue to resonate with younger Indian consumers.

Vaishali Banerjee - Head of Global Market Development and Managing Director - India & Middle East, Platinum Guild International, 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. We deeply value their continued trust and support, which play a critical role in bringing the platinum story to life across markets.”

With strong retailer participation, Platinum Season of Love 2026 is set to deliver another high-impact season for platinum jewellery in India.

Courtesy : AOJ Desk News