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P. C. Chandra Jewellers’ exclusive song release urges women to reignite the divinity of Durga 

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The brand’s social media page prominently showcases a variety of reels and shots from the music video, capturing the essence of Durga Puja and features three leading ladies from the Bengali film and television industry 

Kolkata: With the Durga puja and Navratri here, celebrations are at their peak. P C Chandra Jewellers welcomed this year’s festival with their musical brand campaign and song Devi Aradhana song, ‘Jago Maa Jago Trinayan’, a clarion call for people to identify their inner strength and contribute towards society.

According to the brand, the video and the central theme of the song emphasize positivity and encourage people to come together to improve society. It aims to inspire individuals to tap into their inner strength, take on greater challenges, and overcome difficulties. The message promotes working toward a future marked by progress, light, and hope. 

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The video features three leading ladies from the Bengali film and television industry – Suvosmita Mukherjee, Bibriti Chatterjee and Dipanwita Rakshit – decked in the brand’s jewellery and festive outfits.

“P. C. Chandra Jewellers as a brand over the years has always released a puja song encapsulating the essence of Puja. This year the theme is based on awakening one’s inner strength, confidence and perseverance”, said Uday Kumar Chandra, MD, P. C. Chandra Jewellers

The brand’s social media page prominently showcases a variety of reels and shots from the music video, capturing the essence of Durga Puja. Key elements of the festival, such as the traditional puja aarti, the unique regional saree draping style, intricate jewellery, and the idol of the goddess adorned in festive attire, are thoughtfully highlighted to convey the festival’s authenticity. 

In addition to these visual elements, the brand has utilized CGI to enhance the portrayal, adding a mystical touch that symbolizes the divine presence of the goddess on earth. This blend of tradition and technology serves to create a vivid and engaging representation of Durga Puja, while also reinforcing the cultural significance and spiritual vibrancy of the celebration. 

The brand’s campaign has also posted the behind-the-scenes of the song with an Instagram reel with the singers Iman Chakraborty and Lagnajita Chakraborty. “We have listed the music on all major music platforms. It has also been promoted heavily across all social media channels and music channels,” added Chandra. 

The music video emphasizes the significance of goddess Durga as a symbol of Shakti, or divine feminine power, encouraging women to recognize their own strength and potential. By urging women to harness this inner power, the video highlights the importance of personal growth and contributions to society. As a result, women empowerment becomes one of the themes, reflected not only in the visuals but also in the lyrics, which explore how women can channel their abilities for both individual and collective betterment. 

Discussing the jewellery showcased in the video and the impact of the campaign on the audience, Chandra said, “These are exquisite standalone jewellery pieces available in all P. C. Chandra Jewellers showrooms across the country. Before and during Durga puja, there is a definite increase in the sales and footfall at our stores, where we see a clear consumer interest in pieces such as earrings, bracelets and bangles”. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive 

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