#DaughtersOfToday
PGI
celebrates New Campaign from Daughter’s Day
Society
is constantly evolving and progressing. The expectations we have of each other,
the way we relate to one another, we find often ourselves in a state of
evolution. At the centre of this is the daughter of today. She’s modern,
independent and strong-willed, who in her own unique way, will make the choices
she needs to so she can always be the best version of herself and redefine the
world around her.
Platinum
Evara in its Daughter’s Day campaign celebrates this new-age daughter and pays
tribute to her rare qualities that drive her to make these rare choices. One
such daughter is captured in a lead film that is live on digital platforms of
YouTube, Facebook, Instagram and the like, from 22nd Sept 2018.
This
daughter is a perfect example of a daughter of today – secure, spirited,
confident. Even when her choices are rare or difficult, this confidence holds
good. No wonder she has commanded the respect of her new family with her
actions and demeanor, as she redefines the traditional dynamic between daughter-in-law
and father-in-law. The film is also a reflection of in-laws today who are less
critical and judgmental and are increasingly appreciative and affectionate.
Apart
from the film, with its other assets the campaign seeks to recognize&
acknowledge different kinds of modern daughters, who have all ultimately made
rare yet inspiring decisions, especially when it comes to their weddings &
the lives that follow.
The
campaign is designed to ask all such women to contribute their stories so that
they might be celebrated. From asking for books as a wedding present to
financing her own wedding, these #DaughtersOfToday truly deserve to be
celebrated with a metal as rare as Platinum.
Sharing
his thoughts on the campaign, Pravin Sutar, Executive Creative Director, Dentsu
Webchutney, said, "The world as we know it is in the process of changing
and it is our daughters who are at the centre of it all. They're redefining
relationships; they're changing traditions, all the while enjoying the respect
of everyone around them. It is these daughters that we wanted to celebrate in
our campaign by showing the world how rare and special they are."
"This
campaign represents those daughters who have remained true to themselves and
broken away from the conventional mode to make bold choices. With Evara we want
to celebrate this #DaughtersOfToday with the rarest and most precious metal,
Platinum.
It
is our way of telling the world that these independent, strong-minded daughters
are the future and with the support of their loved ones, they can only soar
further," said Sujala Martis, Director-Consumer Marketing.
Watch
the films even after the celebrating Daughter’s Day!
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