As India gears up for a festive season of celebration and sport, Men of Platinum delivers a once-in-a-lifetime moment with cricket’s greatest icon MS Dhoni. Platinum GuiId International India’s men’s jewellery brand unveils #MomentWithMahi, a fan-first campaign that takes its association with the legend to the next level. The initiative goes beyond admiration, offering fans a rare opportunity to come face-to-face with the man whose resilience, composure, and inner strength have made him one of the most revered figures in sport and beyond.
Anchored in the Men of Platinum MS Dhoni Signature Edition Collection – launched in October 2024, #MomentWithMahi invites fans to own a piece of the legend and be among the select few to meet him in person. The campaign led by a film reflects the rare values of Men of Platinum by capturing the enduring spirit of fandom showing how Dhoni has inspired countless lives through moments of perseverance and humility and now giving fans the chance to witness him closer than ever before.
A CELEBRATION OF FANDOM AND RARE VALUES
The film opens with the roar of a packed stadium before cutting to young fans emulating Dhoni’s iconic helicopter shot on a local ground. It shifts across timelines, TV screens glowing with his match-winning moments, murals painted on city walls, high-rises lighting up with his legendary number 7, and streets filled with crowds holding banners and capturing his image. Each sequence builds on the idea that fans have always seen him from afar, until the climax brings Dhoni’s presence closer than ever, in front of his fans, transforming admiration into a truly rare moment.
Speaking on the campaign, Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI)-India, said, “Admiration for icons in our culture is far from passive; it is emotional, aspirational, and often allconsuming. Fans don’t just follow celebrities they quote them, emulate them, live them. Behind all that devotion lies a simple, universal dream: one chance to see them in person. Through the MS Dhoni Signature Edition, we’ve offered fans a piece of that emotion, cast in a metal as rare as platinum. #MomentWithMahi is our way of honouring the fans’ deep devotion, by turning admiration into access offering a rare chance to meet the legend they’ve always stood behind. The initiative also comes at the festive season which is critical for our category”
Adding to this, Tenzin Wangdi – Executive Creative Director, Famous Innovations said, “MS Dhoni embodies the rare values that Men of Platinum stands for-inner strength, composure, and the courage to stay true to himself. With #MomentWithMahi, we wanted to translate this into a fan journey: from always seeing him at a distance, to being rewarded with the rarest gift of all- an intimate, unforgettable moment with their hero.”
The campaign film debuts across digital platforms and television, amplified through social storytelling and integrations, and fan-led content, ensuring #MomentWithMahi becomes a cultural moment both online and offline. This is supplemented by efforts across print, outdoor and retail points as well.
With the MS Dhoni Signature Edition, Men of Platinum continues to deepen its connection with cricket, a passion that unites men across the country. This festive season, #MomentWithMahi brings alive not just a jewellery collection, but an emotional experience that combines aspiration, inspiration, and the joy of new beginnings.
Available at leading retail outlets, the Men of Platinum MS Dhoni Signature Edition Collection, crafted from 95% pure platinum and etched with Dhoni’s signature, offers fans not just a piece of fine jewellery but also a lasting connection to the rare values and legacy of an icon.
Link to English brand film (45 sec)
Link to Hindi brand film (45 sec)
Link to Tamil brand film (45 sec)
