PC Chandra Jewellers’ ‘Wedding Collection 2017’ is contemporary with traditional craftsmanship

This is JWT’s first campaign for the company after bagging the account. The campaign shows 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 and her wedding jewellery

As the wedding season is on, the jewellery brands are putting their best foot forward for advertising and marketing. In such an attempt, PC Chandra Jewellers has selected J Walter Thompson India to handle their creative duties. Being handled from Kolkata office, the first piece of creative for the brand is already out in the market, for the Wedding Collection 2017.

Produced by Razorblade Pictures and directed by Anwar Sayed, the TVC celebrates a modern Bengali woman’s wedding to a foreign groom in a foreign land. The film captures all the wedding jewellery pieces worn by the bride.

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.

UK Chandra, Managing Director, 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.”

As per the recent mandate, besides the Wedding Collection, JWT will also work on the other sub-brands of PC Chandra.

Ayan Chakraborty, VP and 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 further but we ensured that while pushing it further, we retained its rootedness.”

The two-minute film shows the blend of a traditional and modern bride. It starts at the dressing table of a bride who is getting ready for the most important event of her life. As her mother tells her to wear the neckpiece properly, she is also seen speaking to her grandmom over a video call. A little girl then walks in with the phone and the bride starts speaking to an office colleague telling her when she will join work. Later, all decked up she walks to the mandap, holding hands with her foreigner groom. When the groom addresses her as Mrs Anderson she corrects him saying Mrs Sen Anderson. The film ends with the tagline ‘Everything Auspicious’. Arjun Mukherjee, VP and Executive Creative Director, JWT Kolkata said, “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.”


Creative Team: Arjun Mukherjee, VP and ECP

Planning Team:

Ayan Chakraborty, VP and Executive Business Director

Production House: Razorblade Pictures

Director: Anwar Sayed