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There’s no such thing as a veg biryani: campaign for jewellery brand celebrates differences between couples

Dentsu Aegis digital agency Dentsu Webchutney has created 30 digital ads for jewellery brand Platinum Days of Love in a campaign focusing on the differences between couples.

The #LoveSoRare marketing push for the brand’s new collection is designed to illustrate that contrasting likes and dislikes do not stand in the way of a happy relationship.

Dentsu Webchutney executive creative director Pravin Sutar said most brands “ted to look at relationships and love with rose-coloured lenses”.,

Differences should be “celebrated”, he said.

“It was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique,” Sutar said.

Platinum Guild International director of consumer marketing, Sujala Martis, said the #LoveSoRare tagline dovetails with the positioning of its platinum jewellery.

The campaign, which runs until December 23, will also give couples an opportunity to win a dining experience or wedding photoshoot when they purchase in-store.

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