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PC Chandra brings heaven on earth

The television campaign, conceptualised by Bates CHI & Partners, will go on air this month. It depicts a heavenly wedding, glamorous and grand, against a regal backdrop

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PC Chandra brings heaven on earth

PC Chandra brings heaven on earth

The television campaign, conceptualised by Bates CHI & Partners, will go on air this month. It depicts a heavenly wedding, glamorous and grand, against a regal backdrop

Sohini Sen | Mumbai | September 17, 2013

publive-image Click on the image to watch the TVC.

PC Chandra, one of the largest jewellery brands from eastern India, has signed on Hasleen Kaur, former Femina Miss India Earth 2011 as their new brand ambassador. The brand has also made a new television campaign which will break nationally from mid-September.

UK Chandra, Managing Director, PC Chandra Jewellers, said, “PC Chandra Jewellers have had a history of recognising emerging talents. Such has been the case with our earlier brand ambassadors. Hasleen embodies on one hand the modern, young and independent woman of today and a loving daughter, a graceful bride and a nurturing lover on the other.” He added, “The new TVC is rooted in the theme of marriage but it is the execution of the concept which takes this commercial to the next level creating a setting which is a dream come true for every girl.”

Conceptualised by Bates CHI & Partners, the thought behind the new campaign is to create a distinction and widen the image gap between brand PC Chandra and other players in the region and in doing so, establish the contemporary and cosmopolitan persona of the brand. The campaign depicts a heavenly wedding, glamorous and grand, against a regal backdrop – a dream wedding that is completed by the resplendent jewellery from PC Chandra Jewellers. The film, being the primary medium, was scripted and shot to recreate such a wedding in a palace by the lake.

Abeer Chakravarty of Bates CHI & Partners said, “We built on PC Chandra Jewellers's 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 is focusing increasingly. The common ground was a scenario, a heavenly, regal wedding, which was region-agnostic.”

The agency decided to showcase the wedding collection to cash in on the biggest buying occasion to wow loyalists and attract new customers.

While the film dwells a lot on the regal setting and the region-agnostic cast and the designer dress, the execution is geared toward one thought: bring heaven down to earth. Be it through the tastefully opulent room that the girl gets ready in, to the bedecked shikara that she takes to go to the 'mandap', to the waiting groom at the jetty.

The climax is when they all look up to see the lanterns softly floating down, symbolic of heaven coming down to earth! The campaign aimed to depict a heavenly wedding, one that could be as glamorous and grand as a regal wedding, a wedding any woman or her parents would love. A wedding where only jewellery from PC Chandra could be seen as a perfect fit.

Hasleen Kaur, sharing her excitement on the brand association, said, “PC Chandra Jewellers is a fine blend of modern and traditional designs. It is an iconic jewellery brand with a strong presence in eastern India. I'm overwhelmed to partner with them at this juncture of my career and to represent the brand nationally.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Bates CHI & Partners

Brand: PC Chandra Wedding Collection

Client: Deepak Pramanik, Anil Jain

National Creative Director: Sagar Mahabaleshwarkar

Executive Creative Director: Arjun Mukherjee

Associate Creative Directors: Soubhik Payra, Kirtish Talukar

Copy: Rupamanjari Mitra, Kamalika Boral

Art: Soubhik Payra

Account Management: Kaniska Chakraborty, Anirban Sarkar, Shamik Ghosh

Strategic Planning: Abeer Chakravarty, Sourabh Mishra

Production House: Show and Tell Productions

Director: Nitish Sharma

Post-Production Studio: Famous Studios Mumbai

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

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