The bond between a mother and daughter is indefinable. They are united through threads of nurturance, compassion and unconditional love. Today however, the curve of this relationship has evolved – the traditional power equation has collapsed, mothers and daughters are friends first. There is an intimacy that perhaps didn’t exist in that relationship earlier, since it was governed by roles.
Conceptualized and developed by Metal Communications, Platinum Evara’s latest campaign carefully brings out this nuance, a mother who knows her daughter, her choices, her preferences, her every said and unsaid word. In the chaos of wedding planning and her effort to get everything right however, much like in real life, the mother forgets that one special gift, a symbol of her love that she promised herself she would get her daughter. This is where the role of her best friend, played by actress Revathy comes in. She reminds the mother about that one special thing she promised she would do for her daughter.
The reminder is about a gift the daughter truly deserves, something she can wear and carry with her every day beyond the wedding. It will be for always a beautiful reminder of the rare bond they share: Platinum Evara.
This beautifully nuanced story emerges right from the functional promise of Platinum, a rare metal that arrived on earth 2 billion years ago. It is found only in a few places on earth and it takes masterful craft to transform this metal into a stunning piece of jewellery. A mother today understands that a wedding is not the end destination; it’s the beginning of a new life stage. She wants to equip her daughter for this transition into the next phase. She understands in all her new roles, making the right impression will be key and hence trousseau shopping is planned and looked at from that perspective too. Even when it comes to jewellery, she gives careful consideration to what’s truly precious as well as what’s wearable every day.
“A daughter’s wedding is an overwhelming time for a mother. It’s ironic however amidst all the chaos, the taking care of guests and the various rituals, sometimes we tend to overlook the one thing that matters most. Mothers at this emotional, transition time want to remind their daughters how special they are and how much this relationship means to them. Among the various must-haves, a mother wishes to gift her daughter something that is symbolic of how precious she is. This is where Platinum Evara comes in as the perfect gift of love. Exquisite jewellery in rare platinum, crafted for the daughters of today who prefer minimal, sophisticated wearable jewellery,” says Sujala Martis, Director, Consumer Marketing.
“The story follows two emotional strands happening together for a mother – the one of friendship between herself and Revathy, who reminds her about the values of platinum; and the other between the mother and her daughter, who is totally surprised and touched by an unexpected gift of platinum. It is at once a warm and credible story of friendship, motherhood and love, brought alive by a ‘piece of sky’, a timely gift of platinum,’” says Narayan Kumar, Director, Metal Communications.