MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.

The agency elaborates the campaign as the celebration and reflection of the modern love, which is progressive, equal, and rare.

This kind of rare love, brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the 30 films of togetherness demonstrate how those who have a rare connection don’t see differences as something that come in the way of love, they look at it positively. They know that despite the differences, what they share is rare.

To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolise rare love.

Commenting on the campaign, Dentsu Webchutney executive creative director Pravin Sutar said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique. 

Dentsu Webchutney creative director Aalap Desai added, “Each pair of rings from the collection has a unique design story that that marks the rare bond between a couple. Our 30 days of togetherness is a perfect reflection of this very love.”

Platinum Guild International director consumer marketing Sujala Martis said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths & creating a value system that is aspirational, progressive & yet differentiated is what we aim for. Love needs to be based on true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practise however is hard & rare to find.  A rare love like that deserves an equally rare metal Platinum.”

This campaign will also give couples an exciting opportunity to win a special dining experience or wedding photoshoot on purchase of platinum in-store.

The series of 30 videos is being released daily, starting from 23 November till 23 December.