by Suman Gupta
Kolkata:July, 2017: P C Chandra Jewellers, a part of the business conglomerate PC Chandra Group, and one of the largest and most established jewellery brands in Eastern India has announced the launch of a new television campaign nationally.
The new campaign is beautifully weaved around a Bengali wedding where a modern Bengali NRI girl gets married to a foreigner at a foreign location. The protagonist merges seamlessly with the story reflecting her traditional soul having a contemporary mind. The story revolves around how she gets ornamented with the newly launched Wedding Collection from P. C. Chandra Jewellers. While she gets decked up, the film brings out her ambition and showcases her ability to balance every aspect of life like her career, relationships, values and customs. The film has some heart touching moments where the girl is seen attending an official call, but cutting it short to devote time to talk to her ailing grandmother over a video call seeking her blessings. She is showcased as someone who is not only efficient but at the same time values and respects family bonding & culture.
The last bit of the film captures her elegance while she walks up to the man of her life. The groom praises her beauty and calls her as “Mrs. Anderson”. The protagonist instantly in her confident yet charming way retains her identity of also being a “Sen”, while the groom agrees and supports the wish of his strong-minded lady-love.
The main objective of this campaign is to bring out the inner strength of an Indian woman who is no longer restricted to the four walls of her house and has progressed a lot to achieve greater success in personal life in the last few decades. This campaign is sure to bring out how informative and opinionated a modern woman is and how she chooses all essential elements of her life by herself starting from her career, friends, relationships as well as her wedding jewellery. It presents jewellery which is contemporary yet balancing the heritage of craftsmanship and modernity of design.
The jewellery used in this campaign is absolutely fit for modern brides, who have wings to seek opportunities, take risk, make a difference in life and motivate others while their roots keep themselves grounded to their tradition. The basic thought behind the new campaign is to create a distinction and widen the existing image gap between P C Chandra Jewellers and other players in the region; and, in doing so, establish the contemporary and cosmopolitan persona of the brand.
Speaking on the campaign, U.K.Chandra, Managing Director, P.C. Chandra Jewellers said, “We want to appeal to the young women of today having roots and wings- who strike a fine balance between traditional values and are independent and modern in their thoughts. For these young women we have very stylish designs which are light and contemporary but have been made with the traditional craftsmanship which is our heritage. Each bridal set has the good wishes of the entire P.C. Chandra family.”
Commenting on the new campaign, Ayan Chakraborty, VP & Executive Business Director, J Walter Thompson said, “PC Chandra’s intricate craftsmanship and the brand’s unique image in the minds of Bengalis all over the world is something we kept in mind while working. There is always the temptation to push a brand that much further but we ensured that while pushing it further, we retained its rootedness”.
About PC Chandra Jewellers: P C Chandra Jewellers, a part of the P.C. Chandra Group is a household name of East India enjoying the trust and admiration of its patrons for almost eight decades now. Started in 1939 with its first showroom in Bowbazaar, North Kolkata by the Late Shri Purna Chandra Chandra, now, it has its presence all over India and also abroad. A wedding in West Bengal is incomplete without the artistic designs and fine craftsmanship of P C Chandra Jewellers.
Over these decades, it has 11 showrooms in Kolkata city(under KMC), has spread its wings across 23 towns in West Bengal and 7 cities in India – Agartala, Bhubaneswar, Delhi, Noida, Bangalore, Jamshedpur and Mumbai. Crossing over geographical boundaries, the PC Chandra Jewellers also has an e-commerce site for buying online.
Though steeped in tradition, P C Chandra Jewellers has brought in modernity in its approach to cater to the today’s women. Its cutting edge communication and domination of the media scene has made P C Chandra Jewellers the biggest jewellery house in Eastern India.
The brand has always been associated with reigning stars like Deepika Padukone, Yami Gautam and Sonakshi Sinha in the past.
The brand boasts of its magnificent workmanship in its hand crafted pieces of fine jewellery. It has a wide range of jewellery for every occasion – be it heavy wedding jewellery, contemporary and lighter designs or exquisite diamond jewellery. Some pieces are also inspired by cosmic elements, floral patterns, abstract designs and animal motifs. PC Chandra Jewellers understands the fashion needs of today’s women and cater to their ever changing tastes and preferences.
For more information, visit: http://www.pcchandraindia.com
