Platinum Guild International (PGI) has announced that it will strengthen its association with cricketer KL Rahul.

PGI’s Men of Platinum celebrates men of character, and as part of its latest campaign this cricketing season, the brand is further cementing its ties with the cricketing star.

To take the excitement a level up, the brand has released a film with KL Rahul as part of its #MomentOfTruth campaign. This film offers a peek into what it takes to play the game like a true sportsman, while emphasizing the connection between the metal and Rahul.

As per the company, “Hostile crowds, extreme pressure and season-ending injuries are unavoidable challenges that every player faces. While the challenges are inevitable, it is the choices made during them that separate the men from the boys.

“KL Rahul’s subtle yet distinct sense of style lends itself seamlessly to platinum. Born of the stars, platinum is a metal of celestial origins. Billions of years ago, a meteorite crash left behind remnants of this stunning white metal, and even today, reserves of platinum are limited, making it a truly rare precious metal. 30 times rarer than gold, platinum never loses its natural white sheen, just like the undaunting spirit of the platinum men who adorn it. What’s more with the promise of 95% purity, platinum offers amongst the highest standards of purity found in jewellery delivering more of the finest qualities that the metal has to offer.”

The campaign kicked off April 1, and is led by a film on television and supported by a robust communication plan that includes print, digital, and PR across markets to ensure high reach and frequency.

KL Rahul shared his thoughts on his continued association with Men of Platinum, saying, “Success alone doesn’t define a leader. Victory on the field is when I work towards bringing the best out in my team and not giving up despite all the obstacles. As we embark on a new cricket season, I am excited to continue my association with Men of Platinum and the metal, which complements my sense of style.”

Sujala Martis, Director, Consumer Marketing, Platinum Guild International – India, said, “Men of Platinum is an embodiment of the exemplary values that men look up to today, it’s what they deem success to be. These values stand true for cricket as well.  True sportsmanship is an amalgamation of qualities like courage, perseverance, inclusiveness, and resilience to name a few. For us, cricket, therefore, is a seamless connection. And with a male TG, there can’t be a better way to connect than cricket’s most popular event, we are pleased to continue our association with one of India’s finest cricketers, KL Rahul.  And to take the excitement a notch higher this IPL season we are also running an engagement leg, giving audiences a chance to meet their icon KL Rahul virtually.”