Platinum Guild International (PGI) India has introduced the ‘M.S. Dhoni Signature Edition’ from Men of Platinum.
As per the company, this collection embodies the legacy of one of India’s sporting icons. This collection is crafted from 95% pure platinum, a metal known for its strength, endurance and resilience, much like the values that have guided Dhoni throughout his career. Each piece carries his signature, transforming it into a piece of history- an emblem of the virtues that define his journey.
This collection is a tribute to his calm leadership, grit, and perseverance- qualities that deeply resonate with the modern Indian man. Holding his values close to his heart, Dhoni is the embodiment of a ‘Man of Platinum’, a man of character, the company stated.
In line with this collection, the #GreatnessLiesWithin campaign was launched as well. The campaign draws an analogy between the values that are the bedrock of the Men of Platinum brand and the virtues that define Dhoni.
Through this campaign, the brand aims to deliver the message that true greatness is not measured by external accolades, but by the values that lie within.
The campaign film, launching in Hindi, Tamil, and English, takes viewers on a journey through Dhoni’s most defining moments, both on and off the field. From the birthplace of his dreams to the perseverance and resilience that propelled him to greatness, the film captures the essence of what has made him a national icon. Further the brand clarified that these moments of triumph and quiet determination are seamlessly tied to the enduring strength, durability, and rarity of platinum, reflecting the values that both Dhoni and the brand stand for.
The campaign also sees a build up in the form of print, outdoors, social line up, a presence of various digital and OTT platforms.
Watch the campaign here:
Speaking about the collaboration, Dhoni said, “This campaign is a walk down memory lane, revisiting the moments and milestones that have shaped me. These moments are etched in my mind and are those that I will hold close forever. When Men of Platinum approached me for this collaboration, it felt like a natural fit. The brand’s values of resilience, courage, and self-belief resonate deeply with my own journey. I am honoured to be part of a collection that embodies these values and brings them to life in a form as enduring and rare as platinum.”
Further, Sujala Martis, Director- Consumer Marketing, Platinum Guild International- India, said, “It has been an honour to collaborate with MS Dhoni, a true legend of the game. This initiative deepens Men of Platinum’s connection to the sporting world by tapping into India’s love for cricket through one of its most iconic figures. Dhoni’s unparalleled legacy of success, built on unwavering values, perfectly aligns with the essence of Men of Platinum. The MS Dhoni Signature Edition is a tribute to the sporting legend and the timeless principles he stands for. Each piece is a symbol of greatness, crafted in rare platinum and marked with Dhoni’s signature, making it a lasting part of India’s sporting history.”
Sharing more about the campaign, Mansi Shah, Senior Brand Planning Director, Famous Innovations, said, “When we approached the creative challenge of promoting the MS Dhoni Signature Edition for Men of Platinum, we knew we had to dig deep into what makes Dhoni a true legend. Our concept, ‘#GreatnessLiesWithin’, was born from the realisation that Dhoni’s impact goes far beyond his on-field achievements and his cricketing career. We wanted to draw a parallel between the rare, enduring qualities of platinum and the values that have defined Dhoni’s career- resilience, quiet strength, and unwavering determination. We believe this campaign will not only celebrate Dhoni’s extraordinary journey but also inspire a new generation of men to discover the greatness that lies within themselves.”
