PC Chandra recently awarded part of its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will reside with the Kolkata office.
PC Chandra Jewellers started in 1939 and has its presence all over India and also abroad.
Besides the Wedding Collection, J Walter Thompson will also work on the other sub-brands of PC Chandra.
JWT Kolkata recently created the Wedding Collection 2017 TVC for PC Chandra. Produced by Razorblade Pictures and directed by Anwar Sayed, the TVC celebrates a modern Bengali woman’s wedding to a groom based abroad. Sayyeshaa plays the lead actor in the film.
The key 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 highlights 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 balances the heritage of craftsmanship and modernity of design.
Speaking on the campaign, UK Chandra, MD, PC 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 PC Chandra family.”
Ayan Chakraborty, VP & Executive Business Director, JWT Kolkata, 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.”
Arjun Mukherjee, VP & Executive Creative Director, JWT Kolkata, commented, “The challenge was to create a philosophy for the brand which every modern woman will relate to. We went beyond the beauty space in jewellery and tried to find an emotion that will resonate with one and all.”