PC Chandra recently awarded the creative duties of its wedding collection and a 'few other' sub brands to J Walter Thompson. The agency's Kolkata office will handle the account won following a multi-agency pitch.
The agency has rolled out a TVC for the wedding collecion. The film shows a Bengali woman’s wedding to a foreign groom.
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 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 that much further but we ensured that while pushing it further, we retained its rootedness.”
Arjun Mukherjee, VP and ECD, JWT Kolkata, added, “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.”