#PujoNatunSaaje: P. C. Chandra’s Durga Puja campaign teases Bengalis to dance to its trendy song

Brand urges people to share their performances to the song, which showcases various themes and emotions associated with the festival, online; the video has drawn more than two million views on YouTube so far

P. C. Chandra Jewellers has gone all out for Durga Puja 2023 with its festive campaign and released a new song called ‘Pujo Natun Saaje’. The song explores myriad emotions of non-resident Bengalis returning home for holidays, wearing brand new clothes, and hopping pandals to their hearts’ content.

Composed by singer-writer Anindya Chatterjee and sung by Bengali singers Iman Chakraborty and Somlata Acharya, the jeweller’s puja song has drawn more than two million views on YouTube. Supporting the trendy song, the brand has initiated an impactful social media activity wherein it has asked its audience to recreate the hook step of the dance in the video and post it on social media under the hashtag #PujoNatunSaaje.

This has given rise to organic content creation and promotion from the target audience of the brand, thus increasing the reach of the jewellery brand to new prospects over social media.

Uday Kumar Chandra, Managing Director, P.C. Chandra Jewellers, said, “Our brand captures the nuances of people’s lives during this huge festival. The homecoming, staying out till late night with friends, dressing up and looking one’s best, building new bonds, budding romances, stealing a glance at your significant other during Pushpanjali and dancing to the beats of the dhaak – all of these motifs and themes resonate the new beginnings or turns in our lives. Pujo Natun Saaje captures all of it.”

So far, this year, the brand has conceptualised three consumer connect programmes for Mother’s Day, Rakshabandhan and now, #PujoNatunSaaje for Durga Puja. P. C. Chandra Jewellers has also associated themselves with multiple platforms such as Moj, Josh, Meta, and YouTube shorts, besides collaborating with celebrities and pan-India Puja associations for their latest campaign.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive