Jewellery formed part of the visual language of the five-episode podcast series, not the central subject, making the integration natural
Kolkata: PC Chandra Jewellers recently launched a podcast series titled ‘True To Me’, using conversations with women to explore concepts of personal freedom, identity and the choices that shape their lives. Built around Independence Month in August, the campaign sought to shift the jewellery brand’s communication toward stories about women defining themselves on their own terms. The initiative was aimed at strengthening the brand’s relevance among younger, digitally native consumers while building an emotional connection beyond product-led communication.
“The campaign used the month of Independence as a cultural hook to celebrate a more personal kind of freedom – the freedom for women to make their own choices, define their identity and choose themselves without fear of judgement,” said Uday Kumar Chandra, Managing Director, PC Chandra Jewellers.
The five-episode property featured a different woman and perspective in each episode. The selection focused on women with distinctive journeys and authentic stories rather than celebrity value, bringing together ordinary voices from different professions, backgrounds and stages of life. This allowed the series to present different interpretations of what it means to remain true to oneself, rather than defining a single image of the modern woman.
“We chose the podcast conversation format because it gives women the space to speak in their own voices. The longer conversations allow us to build stories that can then be adapted into shorter social media content, helping us extend each episode across digital platforms. The format also feels less like advertising and more like content that people would genuinely want to watch,” said Chandra.
“Jewellery formed part of the visual language of the film rather than being presented as the central subject,” says Chandra. The pieces complemented the women and their personalities, reflecting the brand’s view that jewellery can connect to identity, memories, and important moments. This approach allowed PC Chandra Jewellers to showcase its jewellery while keeping the focus on the individual wearing it. “The idea is that the jewellery reflects the woman, rather than defining her. This makes the product integration more natural and emotionally relevant,” said Chandra.
The primary distribution for ‘True To Me’ was digital, targeting younger consumers while staying relevant to the wider family audience and the brand’s existing customers. The brand is also exploring ways to bring the series into its showroom environment, linking digital story-telling with the physical retail experience.
Content properties built around relatable stories can create touchpoints before customers enter the store. Longer-form conversations can build familiarity and engagement, while short-form edits can increase discovery across social platforms. When connected with the showroom, this digital attention can move audiences towards brand consideration, enquiries and visits. For PC Chandra Jewellers, the campaign was designed to support both brand building and customer acquisition by connecting contemporary story-telling with its jewellery.
The brand expects the series to strengthen awareness, digital engagement, community building and consideration among younger consumers.
P.C. Chandra Jewellers was founded in 1939 by Purna Chandra Chandra. Over eight decades, it has expanded to 70 showrooms in 10 cities across India, with most locations in West Bengal.
Written by Achal Chaubey
Retail Jeweller India Exclusive
