PC Chandra Jewellers assigns part of its creative mandate to J Walter Thompson

JWT Kolkatta has crafted a new TVC for the jewellery brand.

PC Chandra, a jewellery brand, recently awarded part of its creative mandate to J Walter Thompson (JWT) India following a multi-agency pitch. JWT's Kolkata office will take charge of the new account.

U.K.Chandra, managing director, P.C. Chandra Jewellers, says in a press note, "We want to appeal to the young women of today having roots and wings - who strikes 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."

JWT Kolkata has 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 along with Jason Shah play leading roles in this two minutes long ad film.

Speaking on the new TVC, Ayan Chakraborty, vice- president (VP) and executive business director, JWT Kolkata, says, "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."

According to the press note shared with us, the ad aims to bring to light how an informative and opinionated modern woman chooses all essential elements of her life by herself starting from her career, friends, relationships as well as her wedding jewellery.

Arjun Mukherjee, VP and executive creative director, JWT Kolkata adds,"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"

Started in 1939, PC Chandra has its presence across India and also abroad. Besides the Wedding Collection, JWT will also work on the other sub-brands of PC Chandra.