PC Chandra Jewellers lights up a regal wedding

PC Chandra Jewellers has unveiled a TVC that showcases its wedding collection for the upcoming season, created by Bates CHI & Partners.

The film aims to establish a contemporary persona of the brand, woo new customers while addressing the loyal TG, informed an official statement.

Shot at Udaipur’s Jal Mahal (Lake Palace), the film opens with brand ambassador Hasleen Kaur portraying a pretty young bride dressed in wedding finery. She is surrounded by friends and family who help her wear wedding ornaments. The camera focuses on her jewellery - bangles, necklace, maang-tikka and so on. She is transported in a beautifully decorated boat to where the wedding brigade awaits her. Showcasing the lantern-filled sky which captures everyone’s attention, the film ends with a super that reads “Heavenly wedding collection. PC Chandra Jewellers – Everything auspicious.”

UK Chandra, managing director, PC Chandra Jewellers, said, “The new television commercial is rooted in the theme of marriage but it is the execution of the concept which takes this the commercial to the next level creating a setting which is a dream come true for every girl.”

Abeer Chakraborty, EVP, Bates CHI & Partners, said, “We built on PC Chandra Jewellers’ strong equity in Bengal to delve into a cosmopolitan space without alienating its large Bengali base. The campaign also needed to work in markets outside Bengal where PC Chandra Jewellers was focusing increasingly. The common ground was a scenario, a heavenly, regal wedding, which was region-agnostic.”

Credits
Client: P C Chandra Jewellers (wedding collection)
Client team: Deepak Pramanik, Anil Jain
Creative agency: Bates CHI & Partners
National creative director: Sagar Mahabaleshwarkar
Executive creative director: Arjun Mukherjee
Associate creative directors: Soubhik Payra, KirtishTalukar
Copy: Rupamanjari Mitra, Kamalika Boral
Art: SoubhikPayra
Account management: KaniskaChakraborty, Anirban Sarkar, ShamikGhosh
Strategic planning: Abeer Chakravarty, Sourabh Mishra
Production house: Show and Tell Productions
Director: Nitish Sharma
Post-production studio: Famous Studios