PC Jeweller is looking to highlight its new positioning 'Naye zamaane ke here's with a new TVC. The ad film was conceptualised by Soho Square and went on air on 2 October.
At a party, as two couples greeting each other, one of the women notices the earrings of the other, appreciating it and shows the same to her husband. On seeing the earrings the man suggests that since the lady's husband is an investment banker, it is no big thing for them to be able to afford diamonds. The other man is soon to correct him. It turns out that he's been staying at home for six months working on a book while his wife runs the house on her income. The film ends with a showcase of the diamond earrings and a sign off saying 'Naye zamaane ke heere'.
Ajay Gahlaut, ECD, Ogilvy & Mather, said, "In my favourite classic hindi film, Sahib Bibi Aur Ghulam, Rehmaan dismissively says about women: "Gehane banao genhane tudwao kaudian khelo". It wasn't true then and it isn't true now. Yes jewellery adds to the beauty of a woman, but a woman too lends her own grace to an ornament. With PCJ we have taken a brave new stand by talking about the woman rather than the ornaments."
Client: PC Jeweller
Creative agency: Soho Square Delhi
Account management: Amarinder Butalia, Ruchika Singh
Creative: Team Soho Square
Producer: Ameya Dahibavkar
Director: Rajesh Krishnan
Production house: Soda Films