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PCJ celebrates women of substance with new TVC

The campaign, conceptualised by Soho Square Delhi, talks about the choices a woman of today makes and the stereotypes she breaks in her everyday existence

BestMediaInfo Bureau | Mumbai | October 7, 2014

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

PC Jewellers (PCJ) has unveiled a campaign titled ‘Naye Zamaane Ke Heere’, which introduces PCJ’s new brand positioning. The campaign is a statement on both the jewellery and the kind of woman who chooses to wear them.

The TV campaign, conceptualised by Soho Square Delhi, comprises three different spots, each talking about the choices a woman of today makes and the stereotypes she breaks in her everyday existence. The films aren't just limited to women looking beautiful and wearing stunning jewellery. The core thought behind ‘Nayen Zamaane Ke Heere’ is to highlight the spirit and substance of a woman while showing her in real, present-day scenarios. The intent is to tell stories that women will relate to and characters that women would aspire to be.

Ajay Gahlaut, Executive Creative Director, Soho Square, said, “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.”

While one film is the story of a woman who is completely confident in her dark skin, the second is that of a woman who has chosen to put food on the table even as her husband is pursuing other interests. The third in the series talks about how it’s the sons in the family that need to make an attitude shift. The films end with the voice-over that says, ‘Nayi Roshni, Naya Vishwas. PC Jewellers, Naye Zamaane Ke Heere’.

In an environment that is very sensitive to issues related to gender discrimination, the campaign brings to light how, in her own way, a woman can make an important point every time she faces bias. It is in moments like these that a woman’s true worth and confidence shines through. Along with the TVC, the campaign is also being promoted in print media.

The TVCs:




Client: PC Jewellers

Creative Agency: Soho Square Delhi

Account Management: Amarinder Butalia, Ruchika Singh

Production House: Soda Films

Producer: Ameya Dahibavkar

Director: Rajesh Krishnan


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