J Walter Thompson India picks up PC Chandra Jewellers account and releases first campaign

PC Chandra has awarded part of its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will reside with the Kolkata office.

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 foreign groom in a far-away land. Sayyeshaa plays the lead actor in the film.

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Speaking on the campaign, U.K.Chandra, M.D., 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.”

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”.