Press Release

Platinum Evara unveils 'Becoming Me' – A Campaign Celebrating Personal Journeys

Published

1 year ago

December 8, 2023

PR NEWSWIRE

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FEATURING CRICKETER JEMIMAH RODRIGUES & SINGER NITHYASHREE VENKATARAMANAN

MUMBAI, India, Dec. 8, 2023 /PRNewswire/ — 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.”

Speaking on the 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,” says Mansi Shah, Brand Planning Director, Famous Innovations

The new Platinum EVARA campaign launches a new collection and will also be supported by a robust outreach across Television, Print, Digital, Social and PR. Crafted with 95% pure precious platinum, each piece in Platinum EVARA’s new collection has been exquisitely crafted and caters to distinctive style sensibilities of today’s women. This new collection is available across leading jewellery retail stores in India.

For more information visit : https://platinumevara.com/

Facebook: @PlatinumEVARA

Instagram: @PlatinumEVARA

About Platinum Guild International (PGI)

Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results.

Through various programmes, both direct-to-consumer and in collaboration with jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.

PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development.

PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.

Purity Assurance Program

PGI has partnered with TUV India Pvt. Ltd. to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India.

Under Platinum Guild India’s quality assurance programme, each individual piece of jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery.

A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.

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Press Release

New Study Reveals Majority of Indians Prioritize Nutrition Over Taste, Surpassing Global Average

Published

11 months ago

May 31, 2024

Newsvoir

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Based on a recent survey of urban Indian consumers:

Nine out of 10 consumers are searching for protein-rich food compared to seven out of 10 global shoppers.

The top four qualities consumers look for when buying snacks are (1) natural, (2) heart-healthy, (3) protein-rich and (4) energy-source, all of which come before satisfying cravings.

Nuts have emerged as one of the most popular snacking choices, with 86% of Indian shoppers report having purchased them in a span of 6 months.

Urban Indians read nutrition labels more than the global average, reflecting a growing trend towards informed purchasing.

69% of urban dwellers surveyed have the opinion that plant-based protein is just as good as meat-based protein, exceeding the global average of 55%.

Wonderful Pistachios, the world’s largest grower and processor of pistachios and distributor of California Pistachios in India, released today, World Nutrition Day, the findings of a new global study that sheds light on the snacking habits of urban Indians. The study, commissioned with Material, a leading global research consultancy, included 10 countries and over 12,400 respondents, revealed a new behavioural trend that urban Indian consumers prioritize nutrition over taste when it comes to snacking. This growing preference for healthy snacking emphasizes the importance of good nutrition for overall well-being.

For the India market specifically, the study delved into the snacking habits of 2,415 shoppers across six Indian cities, which represented a population of approximately 35.9 million consumers. Remarkably, a majority of urban Indians (58%) reported basing their food purchasing decisions on nutritional benefits more than taste, exceeding the global average of 52%. Delhi and Ahmedabad lead with over 60% of urban shoppers preferring nutrition in their food. Bengaluru and Chennai follow closely, indicating a nationwide shift towards smarter snacking preferences. In India, Millennials and Gen Z are leading the charge in health-conscious purchasing decisions, with more than 83% of consumers in these age groups reading nutritional labels before buying.

Indian consumers prioritize four key factors when shopping for nutritional snacks: natural (free of artificial colours and preservatives), heart-healthy, protein-rich, and provides energy. Nine out of 10 urban shoppers consciously seek protein-rich food options, compared to the global average of seven out of 10. The focus on nutrition has fueled the rise of nuts as a preferred snack choice, becoming essential to daily eating habits. The study found a staggering consumption of nuts, with 86% of Indian shoppers report purchasing them in a span of 6 months, compared to just 75% globally. With 6g of protein in per 28g serving, California Pistachios are a smart snack choice that provides benefits without sacrificing taste.

Shail Pancholi, Country Director, India, Wonderful Pistachios, commented on the study, saying, “Nuts were traditionally used as garnishes and consumed during festivals, but have now become a popular snack in India, indicating a notable shift in dietary habits. Pistachio consumption in India has doubled in the last six years, as consumer awareness of the nutritional benefits that pistachios offer has grown. Consumers are discovering that pistachios are naturally cholesterol-free, rich in plant-based protein and dietary fiber, and provide over 30 different vitamins and minerals.”

Interestingly, the study found that nuts are the second most preferred snack among urban Indian consumers, with 64% of Baby Boomers and 59% of Gen Z prioritizing nutrition over taste when selecting food. This indicates a growing focus on health across generations, with Baby Boomers focusing on senior wellness and Gen Z reflecting the rise of mindful purchasing. Though on opposite ends of the age spectrum, these two generations take the lead in seeking protein-rich options, as well as preferring natural snacks.

Mumbai tops most of the consideration sets when choosing a snack. Residents opt for natural ingredients (35% vs. the national average of 30%), heart-healthy options (33% vs. 30%), and protein (33% vs. 29%). Chennai residents look for energy-boosting snacks (31% vs. the national average of 29%).

The fact that 69% of urban Indians surveyed have the opinion that that plant-based protein is just as good as meat-based protein reflects a positive shift towards varied dietary preferences. Pistachios are a good source of high-quality complete protein, containing all nine essential amino acids. A 28g serving of pistachios provides 6g of protein, which is 11% of the recommended daily allowance (RDA) according to FSSAI.

The Wonderful Pistachios study unveils a compelling shift in Indian snacking habits. Nuts are evolving from festive treats to a daily snacking staple, fueled by a nationwide preference for more nutritious options. The trend transcends generations, resonating with Gen Z and Baby Boomers alike, underscoring the growing importance of mindful eating in urban India. As consumers increasingly seek natural, heart-healthy, protein-rich, and energy-boosting snacks, the future of Indian snacking appears to be firmly rooted in nutrition and well-being.

Wonderful Pistachios

Wonderful® Pistachios is the world’s largest grower and processor of pistachios, with a global presence in over 70 countries. As a vertically integrated operation, they are experts in every step of the process from tree to shelf, ensuring the highest-quality product every time. In tandem with its Grower Partners, Wonderful Pistachios harvests 125,000 sunny acres (50,000 hectares) of land in California that receive warm days and cool nights, which work in harmony with the rich, natural soils to create the perfect growing climate for high-quality pistachios. They ship 600 million pounds (204 million kg) of nuts worldwide from their advanced processing facilities to ensure the highest standards are met. When it comes to pistachios, Wonderful® Pistachios expertise is unmatched in scale and capacity, paired with warehouses and sales teams worldwide that are well-equipped to provide support at every step of the way.

California Pistachios

California Pistachios are grown and distributed by The Wonderful Company, the world’s largest vertically integrated pistachio processor and marketer located in California’s Central Valley. California Pistachios are Non-GMO, providing a smart, healthy choice for consumers around the world. Sun-ripened in the moderate Mediterranean climate of California, these distinctively green nuts pack taste and contain antioxidants and over 30 different nutrients. California Pistachios in India are available under leading brands and private labels at retail outlets, grocery stores, and online platforms.

For more information about California Pistachios India, please visit www.b2b.wonderfulpistachios.com

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Press Release

Singapore Prepares Ahead to Leverage Artificial Intelligence for a Better Future

Published

11 months ago

May 31, 2024

PR NEWSWIRE

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SINGAPORE, May 31, 2024 /PRNewswire/ — Senior Minister of State for Communications and Information Tan Kiat How launched the Digital Enterprise Blueprint (DEB) at Asia Tech x Singapore (ATxSG) 2024 today. The Blueprint will enable SMEs to harness technology, optimise the way they work, and strengthen digital resilience and cybersecurity across the ecosystem. 50,000 SMEs are expected to benefit over the next five years through four key focus areas:

Empower enterprises to be smarter by adopting AI-enabled solutions
Enable enterprises to scale faster through cloud-based and integrated solutions
Equip enterprises to be safer through improved cyber resilience
Support enterprises to upskill workers to make full use of digital capabilities

Seven partners have come onboard to pledge their commitment, including Singapore Business Federation, Singapore Computer Society, SGTech, Amazon Web Services, Google, Microsoft and Salesforce.

In collaboration with IMDA and the TechSkills Accelerator for ITE and Polytechnics Alliance, SGTech is launching the Tech Apprenticeship Programme to expand the career pathways of graduates by providing access to industry apprenticeships that offer on-the-job training and development opportunities. Over the next two and a half years, SGTech aims to facilitate the placement of at least 300 apprentices who are fresh or mid-career professionals from polytechnic or ITE backgrounds, and drive the adoption of similar practices that promote more inclusive hiring and career agility.

IMDA and the Singapore Academy of Law (SAL) signed an MoU aimed at uplifting the legal sector’s productivity through the use of GenAI. As part of this partnership, GPT-Legal, a new large language model which is contextualised for Singapore’s legal sector, will be co-developed. The model will be integrated into SAL’s research platform LawNet, which is accessible by 75% of Singapore’s lawyers. SAL will also be penning an MoU with the National University of Singapore and AI Singapore to develop its AI capabilities and create a certification to recognise AI specialists in the legal profession.

Additionally, Tribe and Digital Industry Singapore announced a collaboration with NVIDIA to launch the Ignition AI Accelerator for AI startups to create and bring to market the next wave of advancement in AI solutions. This programme will nurture 15 high-potential startups, equipping them with well-rounded support covering business and technical needs. NVIDIA and Tribe will also collaborate with EnterpriseSG to offer qualified AI startups funding support through the Startup SG Tech scheme, and assist them through the IMDA Accreditation process.

Singapore hosted the final meeting of the UN Secretary-General’s Artificial Intelligence Advisory Body (AIAB) from 28-29 May. As part of the agenda, Singapore facilitated an engagement session between AIAB and the Digital Forum of Small States (Digital FOSS). Digital FOSS Fellows exchanged views with AIAB members on the topic of AI governance, particularly on the implications and challenges faced by small states. Through such efforts, Singapore aims to promote a more inclusive approach towards shaping global AI and digital governance.

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Press Release

One in Six Globally Concerned About Colorectal Cancer Screening Costs

Published

11 months ago

May 31, 2024

PR NEWSWIRE

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SHENZHEN, China, May 31, 2024 /PRNewswire/ — By 2040, the burden of colorectal cancer (CRC) is projected to increase to 3.2 million new cases and 1.6 million deaths per year representing a 66% and 71% rise in new cases and deaths respectively relative to 2020.

To better address the global burden of CRC and reduce its impact, BGI Genomics has launched the second edition of its global CRC awareness report, covering 1,938 respondents from Brazil (306), China (367), Poland (300), Saudi Arabia (300), Thailand (362), and Uruguay (303):

CRC Screening Gaps Vary Globally: Nearly half (49.3%) of global respondents have never undergone CRC screening, with the highest proportions in Saudi Arabia (62.0%) and Poland (61.0%).

Preference for Fecal Testing Over Colonoscopy: Although colonoscopies are more recognized (33.4%), fecal tests at healthcare facilities are preferred (31.8%), reflecting a trend towards non-invasive methods.

Cost and Fear are Determinants of Screening Choice: Fear of colonoscopy (18.2%) and screening costs (17.7%) are major barriers to CRC screening. Poland (24.7%) and Uruguay (21.0%) show the highest fear of colonoscopy, while Thailand (24.5%) and Brazil (20%) indicate the most concern about costs.

Medical Advice and Family History Drive CRC Screening: Doctor’s recommendations are a major driver for CRC screening (30.5% globally), with Uruguay showing the highest adherence (44.1%). Additionally, those with a family history of CRC are more proactive in screening (64.5%), compared to the general population (35.0%).

Prof. Varut Lohsiriwat from Mahidol University offers his insights to this report. He suggested: “The essence of effective cancer screening lies in the acceptance and adherence of the patient to the screening method. The best screening method is the one that the patient accepts and adheres to because that’s the method that will actually benefit them.”

Dr. Zhu Shida, BGI Genomics Deputy GM, notes: “At BGI Genomics, we focused our efforts on developing advanced molecular biology testing techniques to close the gap [between acceptance and accessibility]. The ultimate goal is to transform colorectal cancer from a life-threatening disease into a manageable condition through widespread, early screening and intervention.”

For more region-level comparisons, access the full BGI Genomics 2024 State of CRC Awareness Report.

All data involved in this report come from the results of an online survey project conducted by BGI Genomics. It only surveys awareness related to colorectal cancer and does not involve personally identifiable data.

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