PC Chandra Jewellers, a market leader in gold and diamond jewellery in Eastern India, has come up with a campaign to create hype around its latest range of diamond jewellery, called D’Elite Collection. Conceptualised by JWT Kolkata, the multimedia campaign straddles outdoor, print, TVC and cinema ads.
According to JWT Kolkata’s brand team, “The main objective behind doing the campaign was that PC Chandra is a market leader in gold jewellery. The brand enjoys the trust of the people, and because of its legacy and heritage, it is an aspirational brand in this part of the country. But few, other than the hardcore PC Chandra buyers, are aware that they also sell diamond jewellery, which are as good as their gold collection. So, in order to break the entry barrier mindset, PC Chandra has designed their campaign to say that ‘Trust’ is their middle name and they will extend it to all their products.”
The campaign has currently broken in the regional market, with plans for a national launch in the future.
The creative team involved in the campaign includes Agnello Dias, Kainaz Karmakar, Harshad Radhyaksha and Sashanka Jha.
A JWT Kolkata brand team spokesperson said, “The reason we got this campaign, which has been done by our Mumbai team, was simply because our Mumbai office has handled the DTC brand for years, and the knowledge they have about the diamond jewellery brand could only add value to the D’Elite brand.”