MUMBAI: Platinum Guild International (PGI) has introduced the M.S. Dhoni Signature Edition from Men of Platinum. This collection is crafted from 95% pure platinum, a metal that the company says is known for its unmatched strength, endurance and resilience, much like the values that have guided Dhoni throughout his career. Each piece carries Dhoni’s signature.
The M.S. Dhoni Signature Edition the company explains aims to be a tribute to Dhoni’s calm leadership, grit, and perseverance—qualities that deeply resonate with the modern Indian man. Holding his values close to his heart, MS Dhoni is the perfect embodiment of a Man of Platinum, a man of character. In today’s world, where men seek to embody quiet confidence and strength in their everyday lives, this collection offers more than just refined elegance—it offers a personal connection to Dhoni’s values. Designed for men who believe their values are the foundation of success, each piece serves as a constant reminder to carry these ideals into everything they do.
In line with this collection, the #GreatnessLiesWithin campaign was developed to celebrate the qualities that make Dhoni a legend. 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 message is clear: true greatness is not measured by external accolades, but by the values that lie within. Platinum, much like Dhoni, symbolizes the quiet strength and endurance that defines the path to greatness.
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 relentless perseverance and resilience that propelled him to greatness, the film captures the essence of what has made him a national icon. 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 Men of Platinum brand stand for.
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.”
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 M.S. 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.”
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 realization 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.”
The campaign covers print, outdoors, a social media line up, a presence on various digital and OTT platforms. The collection is available at outlets starting October in time for the festive and marriage season.
