Launched in March, the campaign continues to highlight women breaking stereotypes and promotes equality. It re-imagines jewellery not just as a symbol of beauty, but as a statement of strength, self-assurance and social change
Kolkata: Leading jewellery retailer PC Chandra Jewellers recently launched #BreakTheBias—a campaign designed to challenge outdated gender norms and empower women through story-telling and meaningful symbolism.
The campaign, which gained notable traction around International Women’s Day 2025, continues to encourage women to break free from restrictive societal expectations and embrace their individuality. From challenging taboos around women splitting the bill to showcasing female trail-blazers in male-dominated fields, the campaign is steadily fostering a conversation around gender-based biases.
“The #BreakTheBias campaign inspires social change by challenging traditional gender roles and stereotypes, promoting equality, and empowering women to break free from societal norms,”said Uday Kumar Chandra, Managing Director, PC Chandra Jewellers.
The campaign features stories of women excelling in unconventional roles—from civil engineers working on major infrastructure projects to women confidently navigating spaces often perceived as male-dominated, like football coaching or driving. By highlighting these real-world narratives in this campaign, the brand aims to reshape the way femininity and strength are perceived in society.
Jewellery, often viewed as a traditional symbol of femininity, takes on a renewed meaning in the campaign. It becomes a tool of self-expression and independence. The campaign is re-imagining jewellery not just as a symbol of beauty, but as a statement of strength, self-assurance and social change. “Jewellery in this context is more than ornamentation—it’s a celebration of identity,” Chandra added. “It allows individuals to embody their femininity on their own terms, without being bound by societal stigmas.”
In addition to a 6-part video series on Instagram, the campaign leverages other social media channels to encourage meaningful dialogue and community participation. It has already garnered positive engagement online.
Founded in 1939 by Late Purna Chandra, PC Chandra Jewellers specializes in a wide range of gold, diamond and silver jewellery, including traditional and contemporary pieces. The brand has 70 showrooms across India, with locations in 10 key cities including Kolkata, New Delhi, Mumbai, Bangalore, Pune, Noida and others.
Written by Megha Misra
Retail Jeweller India Exclusive
