Mother daughter bond with Evara
Platinum
Evara celebrates
the mother daughter bond!
A new
TVC featuring Revathy!
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. Its 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.
Below is the link of
the TVC:
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