Platinum Evara celebrates the rare choices made by women

07 Mar,2019

By A Correspondent

 

Platinum Evara, through its Women’s Day campaign, #RedefiningRituals, has been conceptualised by Dentsu Webchutney.

 

Said Sujala Martis, Director Consumer Marketing, Platinum Guild International – India: “Young brides-to-be today are a departure from the past. They have come a long way. They are far more individualistic, optimistic, spirited – quite unlike the coy, hesitant and ‘fearful of the future’ brides-to-be from the past.  The young modern Indian bride embraces tradition but does not let it pull her down. Especially when it comes to wedding rituals, she challenges and attempts to reinterpret rituals that question her sense of self, dictate her relationships and discriminate based on gender. We see cases of women questioning these rituals and negotiate them. We want to celebrate these young women who have made the rare choice of courage to question and then reimagine – it is changes like this that are contributing to transform our society, making it more equal and progressive for her present and future generations.”

 

Added Pravin Sutar, Executive Creative Director, Dentsu Webchutney: “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be part of. There are a few who are redefining their wedding rituals; wedding rituals that might bring some more sensible new thinking into the society. This campaign celebrates these rare women.”

 

 

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