Fan-first campaign turns admiration into access, celebrating cricket, aspiration, and platinum craftsmanship
Mumbai, September 25, 2025 – Men of Platinum, India’s leading men’s jewellery brand, has unveiled #MomentWithMahi, a unique fan-first initiative giving cricket enthusiasts a rare opportunity to meet iconic cricketer MS Dhoni in person. Anchored in the MS Dhoni Signature Edition Collection launched in October 2024, the campaign celebrates the resilience, composure, and inner strength of the cricketing legend while bringing fans closer to their hero.
The campaign is brought to life through an evocative film that traces the enduring fandom for Dhoni—from young enthusiasts practicing his helicopter shot on local grounds, to murals, stadiums, and city high-rises lighting up with his legendary number 7. The narrative culminates with fans experiencing Dhoni up close, transforming admiration into a personal, unforgettable moment.
> “Admiration for icons is emotional, aspirational, and often all-consuming. #MomentWithMahi honours the fans’ devotion, turning admiration into access and giving them the rare chance to meet the legend in person,” said Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI)-India.
> “MS Dhoni embodies the rare values that Men of Platinum stands for—inner strength, composure, and courage. With #MomentWithMahi, we wanted to translate this into a fan journey: from seeing him at a distance to sharing an intimate moment with their hero,” added Tenzin Wangdi, Executive Creative Director, Famous Innovations
.The campaign debuts across digital, television, print, outdoor, retail, and social platforms, supplemented by fan-led content to ensure #MomentWithMahi becomes a cultural moment online and offline.
MS Dhoni Signature Edition Collection
The MS Dhoni Signature Edition, crafted from 95% pure platinum and etched with Dhoni’s signature, offers fans not only a piece of fine jewellery but also a lasting connection to the rare values of one of India’s most revered sports icons. The collection is available at leading retail outlets.
About Platinum Guild International (PGI)
Founded in 1975, Platinum Guild International (PGI) is a global marketing organization dedicated to growing the platinum jewellery market in China, India, Japan, and the USA. PGI develops consumer demand through educational and marketing programs, working in collaboration with retailers and manufacturers. In India, PGI ensures purity and authenticity through its partnership with TUV India Pvt. Ltd., certifying each piece with Pt950 and a tamper-proof quality assurance card.
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