PGI India Launches #EqualsInLove Campaign To Celebrate Equality In Love

For this Valentine’s Day, Platinum Day of Love, a programme of PGI India, launched the #EqualsInLove campaign, a collection of films that celebrate couples who meet each other halfway. The films are conceptualised and executed by Dentsu Webchutney, the digital agency from Dentsu Aegis Network.

The campaign is fronted by a collection of films that expressed this emerging resolve between couples, to meet each other half way. From equally splitting the rent of a new home — something typically thought of as a man’s duty — to a man deciding that he wants to be a stay-at-home-husband, these films showcase how truly rewarding and liberating it can be to have an equal partner in each other, making the love they share rare.

Sujala Martis, Director Consumer Marketing, Platinum Guild International said, “If left to its own, the conversation around love and relationships during this time of the year can get very sugary and mushy. As a brand, we stand for a certain level of maturity and wanted to approach this conversation from a slightly higher order lens. Modern couples do not look at themselves through gender defined roles and responsibilities. Equality is a very valid and important value amidst them. It’s part of what can make the love you share rare.”

The month of February sets the mood for love, wherein couples seek ways and means to re-live and celebrate their love in a unique and memorable way. The campaign elevates this occasion for couples and asks them to celebrate their rare equal love with #EqualsInLove Platinum Love Bands. From identical motifs to complimentary designs, each pair of Platinum Love Bands is crafted to tell the story of love that’s rare and built on equality.

Pravin Sutar, Executive Creative Director, Dentsu Webchutney commented, “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with the themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.”  
Couples are also given the chance to win a romantic trip for two to one of six exotic destinations, on purchase of Platinum Love Bands.

Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “We wanted to not just celebrate couples who match each other as equals, but to challenge the status quo with our four films. Each film overturns traditional roles, becoming a source of aspiration for young couples who’re about to set out on their journey of love.”