JB Insights
Platinum Evara unveils ‘Becoming Me’ – Campaign Celebrating Personal Journeys
Featuring cricketer Jemimah Rodrigues & singer Nithyashree Venkataramanan
Today’s young women are not confined by a singular notion of how their life should unfold. Instead, they believe in exploring their strengths, embracing their flaws, and most importantly, taking pride in who they have come to be. Keen on crafting their own stories, their journey is defined by self-belief, defining their worth on their own terms, and learning to love every part of themselves. This growth and self-realization are essential elements of their individual journeys. Each step, each milestone they reach, is a moment to be treasured and celebrated, marking significant strides on their way to #BecomingMe.
Born from the stars, platinum is one the rarest metals on earth, a truly one of kind metal that is ideal to celebrate each young woman’s unique journey to becoming herself! This festive season, Platinum Evara by Platinum Guild International (PGI) – India launches a new campaign that is a celebration of those precious moments, emotional revelations and learning curves with which young women of today find their authentic voices. “Becoming Me” features Jemimah Rodrigues, the star performer and all-rounder of the Indian Women’s Cricket Team, and Nithyashree Venkataramanan, a musical prodigy and playback singer from Tamil Nadu.
A series of five short films each, offers an intimate glimpse into Jemimah & Nithyashree’s lives.
The series featuring Jemimah Rodrigues reveals her extraordinary journey, beginning with her unwavering self-belief as a six-year-old. It tracks her path of overcoming doubts, and her resilience in facing failures, never allowing them to dampen her spirit. Jemimah’s story is not just about realizing her own dreams; it’s an inspiring beacon for countless young girls across the country. The series beautifully encapsulates her journey, highlighting her comfort and confidence in her own skin. It delves into heartfelt moments, including her cherished memories of her ‘dadda,’ the pillar of her strength.
Next are the films that chronicle Nithyashree’s life where she talks about how she remained true to her craft, learning to trust her voice at a very young age, mastering the art of singing in 25 languages a feat very few can boast of. Even when doubt surfaced, she worked hard to overcome her fears owning her unconventional voice. Today she looks back at her journey with pride, celebrating all that she has become.
Speaking on the campaign, Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI) – India said, “Young women today desire the freedom to live from the heart, fluidity defines this new wave of femininity. They want to come into their own, overcoming personal fears, insecurities, stepping out of their comfort zones. Unlike the norm of the past they want to be in space when they can truly accept & love who they are. We are delighted to have two women with commendable journeys as the faces of this campaign- Jemimah Rodrigues & Nithyashree Venkataraman. Be it understanding their self-worth, or just fiercely believing in themselves, young women today find inspiration in their stories”.
Jemimah Rodrigues shared her thoughts on being a part of the new Platinum EVARA campaign, “As women, we have come a long way, each of us carving a path that’s uniquely our own. It’s essential to celebrate every aspect that shapes our true worth, with something as exceptional as our individual personalities. Platinum EVARA stood out for me as a brand that encourages women to embrace and revel in who they truly are. I am extremely excited to come onboard for this campaign.
Nithyashree Venkataramanan said, “I truly resonate with what Platinum EVARA stands for and I am happy to be a part of the latest campaign for the upcoming season. It’s vital for us as women to celebrate every special moment and milestone in our journey of self-growth, a journey marked by courage and passion. I’m confident this campaign will resonate with many young women, encouraging them as they boldly step out of their comfort zones to author their own stories”.
“The #BecomingMe campaign is a celebration of the ongoing journey each woman undertakes – a journey of self-discovery, growth, acceptance and love. These milestones make their journey truly unique, one-of-a-kind and true to themselves, just like the metal Platinum.
The unique experiences and insights into becoming the inspiring women that Jemimah and Nithyashree are today, aligns seamlessly with the essence of this campaign.
Their stories have the potential to inspire countless young women, and we are pleased to share that with the world through this campaign.” Mansi Shah, Brand Planning Director, Famous Innovations.
JB Insights
Women’s Day 2026: Jewellery Brands Celebrate Independence, Identity and Self-Expression
From milestone-driven collections to personalised styling and self-purchase narratives, jewellery brands across India are celebrating women’s independence, identity, and achievements this International Women’s Day.
International Women’s Day 2026 has prompted jewellery brands across India to launch campaigns that celebrate women’s empowerment, individuality, and personal achievements. Moving beyond traditional gifting narratives, many brands are positioning jewellery as a symbol of self-expression and personal milestones, reflecting the evolving role of women as independent buyers in the jewellery market.
Kumari Fine Jewellery
Mumbai-based Kumari Fine Jewellery has introduced a Women’s Day showcase themed around the idea of the “Modern Indian Original.” The initiative focuses on financially independent women who mark their achievements with self-purchased jewellery. The showcase highlights lightweight gold pieces designed for everyday wear, reinforcing jewellery as both a style statement and a symbol of personal growth.
Dhirsons Jewellers
Delhi’s Dhirsons Jewellers has launched a campaign centred on celebrating milestones in a woman’s journey rather than traditional occasions. The initiative encourages women to recognise defining moments in their lives, positioning jewellery as a reflection of resilience, confidence, and self-belief.
GIVA
Digital-first jewellery brand GIVA has unveiled a Women’s Day concept titled The Pearl Edit, focusing on timeless pearl jewellery that celebrates women who are building, leading, and redefining their paths. The campaign emphasises understated elegance while encouraging women to celebrate themselves through meaningful jewellery.
Divine Solitaires
Diamond jewellery brand Divine Solitaires has also introduced a Women’s Day campaign highlighting the emotional value of solitaire diamonds as symbols of personal milestones. The initiative focuses on recognising the journeys of women across roles—from professionals and entrepreneurs to mothers and mentors—while encouraging self-appreciation through jewellery.
Senco Gold & Diamonds
Technology-driven campaigns have also gained traction this year. Senco Gold & Diamonds has launched an initiative that integrates artificial intelligence into jewellery styling, enabling customers to discover pieces that match their personality and features. The concept highlights individuality while bringing digital innovation into the jewellery retail experience.
Tanishq
Large national brands are also participating in the Women’s Day narrative. Tanishq has continued its focus on celebrating modern womanhood through curated collections and storytelling campaigns that reflect the changing aspirations of contemporary women. The brand’s initiatives frequently highlight independence, confidence, and self-expression.
Kalyan Jewellers
Similarly, Kalyan Jewellers has aligned its messaging with women’s empowerment by supporting women-centric initiatives and partnerships, reinforcing the importance of recognising women’s achievements across different fields.
CaraLane
Other jewellery brands are also marking the occasion through special launches and themed collections. CaratLane has promoted contemporary diamond and gold jewellery collections designed for self-purchase and everyday styling, encouraging women to celebrate their personal milestones.
ORRA Fine Jewellery
Luxury diamond brand ORRA Fine Jewellery has highlighted modern diamond jewellery that symbolises confidence and individuality, targeting young professionals who view jewellery as a statement of identity.
Malabar Gold & Diamonds
Meanwhile, Malabar Gold & Diamonds has focused on campaigns that recognise women’s contributions to families, workplaces, and society, positioning jewellery as a tribute to their strength and achievements.
Across the industry, the Women’s Day celebration by many brands reflect a broader shift in consumer behaviour. Women are increasingly viewing jewellery not only as a traditional gift but also as a meaningful purchase that celebrates personal success, independence, and self-expression.
As jewellery brands continue to adapt to these changing aspirations, Women’s Day has become an important platform for storytelling, allowing brands to connect with modern consumers through themes of empowerment, individuality, and celebration of life’s defining milestones.
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