Platinum Guild International (PGI) India has launched the 2026 edition of Platinum Season of Love, its nationwide retail activation running from April 17 to May 31 across participating jewellery stores.

The programme is positioned as a key demand-generation initiative within PGI India’s annual calendar, aimed at strengthening platinum jewellery sales during a period marked by weddings and seasonal purchases. The activation is being implemented in partnership with retailers across multiple markets.

At the retail level, the programme will feature PGI’s branded categories — Men of Platinum, Platinum Evara, and Platinum Love Bands — covering men’s jewellery, women’s designs, and couple bands. The collections are crafted in 95% pure platinum and positioned around rarity, differentiation, and contemporary relevance.

The activation is supported by a consumer campaign for Men of Platinum featuring MS Dhoni, built around the theme ‘Chosen by Mahi’. The campaign is intended to strengthen brand recall and drive store-level engagement for men’s platinum jewellery.

Vaishali Banerjee of PGI said, “Young Indian consumers today are increasingly drawn to jewellery that reflects who they are — making rarity, meaning and self-expression more important than ever. Platinum is uniquely placed to meet this need. With Platinum Season of Love, we are translating this insight into a focused retail programme that drives both consumer value and category growth, in close collaboration with our retail partners.”

Retail partners, including Kalyan Jewellers and Senco Gold & Diamonds, noted that such structured retail programmes support consumer awareness and improve in-store traction by communicating platinum’s rarity and value proposition.

PGI India indicated that the activation is expected to enhance visibility, consumer engagement, and conversion across categories during the campaign period.