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PGI India To Launch Platinum Promotional Campaign From Middle Of May

Having had three successful years, Platinum Guild International (PGI) India has announced that the fourth edition of its Platinum Season of Love campaign will run from May 17 to June 16 this year.

The Platinum Season of Love initiative offers consumers incentives and rewards for the purchase of platinum jewellery. This year, every consumer who purchases platinum jewellery will be eligible to participate in a 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 ($2,876). Among other rewards are 10 platinum jewellery vouchers worth ₹50,000 ($720) each and 20 platinum jewellery vouchers worth ₹15,000 ($215) each.

PGI India said that the initiative has grown with each of its editions to become an immensely popular program with its retail partners. Last year’s edition saw a tremendous increase in the number of consumer footfalls and a 59 percent increase over 2017 in retailer participation as well.

PGI said this shows the growing interest in pursuing the high margin opportunity that platinum offers to its trade partners.This year the participation for the initiative has grown to 1,150 stores in over 200 cities across India.

“The 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 help us drive growth in the season,” said Joyalukkas Diamond Division Manager Suresh V.N.

Abaran Managing Director Pratap Kamath commented, “The Platinum Season of Love is a fantastic promotion by PGI. We have seen terrific sales during this period. In 2018, we recorded a 20 percent increase in sales.

The initiative will be promoted extensively through digital media and direct mailers, while partner retailers will be organising exclusive previews for their consumers during the campaign period. 

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