To spread the message, the brand collaborated with actors Abir Chatterjee, Vikrant Massey and Idhika Paul, along with popular radio jockeys and influencers
Kolkata: P.C. Chandra Jewellers recently rolled out a nationwide campaign framed around the line “It’s OK to be…” for International Men’s Day, encouraging men to express themselves openly without conforming to conventional ideas of masculinity. Themed #EterKnightInEveryMan, the campaign focused on everyday stories rather than curated narratives or product-led communication. The brand released a campaign video featuring brand ambassador Abir Chatterjee sharing a message for the occasion.
The campaign highlighted men across different ages and professions, presenting them as they are—without emphasizing heroism, achievements or fixed expectations. The intent was to bring real experiences into the conversation rather than typical portrayals of strength or restraint in men.
Speaking about the campaign, Uday Kumar Chandra, Managing Director, P.C. Chandra Jewellers commented, “Our International Men’s Day initiative was designed to break stereotypes and silent expectations from men over generations. By giving them a platform to say ‘It’s OK to be…’, we aimed to celebrate their vulnerability, individuality and true self. Through this campaign, we wanted to highlight the EterKnight in every man — the one who embodies real strength by being true to himself.”
A major component of the campaign was the brand conducting pan-India vox-pop interactions, asking men to complete the sentence “It’s OK to be…”, supported by on-air amplification across Ahmedabad, Delhi, Mumbai, Pune, Noida and Lucknow. The responses were captured on ground and used to create content reflecting personal thoughts and emotions expressed in the participants’ own words.
To spread the message beyond digital conversations, the brand collaborated with actors Abir Chatterjee, Vikrant Massey and Idhika Paul, along with popular radio jockeys and influencers. Social and online amplification continued through local creators and city-specific digital pages, keeping the tone participatory rather than celebratory or promotional.
The initiative extended to the retail environment as well. P.C. Chandra Jewellers hosted International Men’s Day celebrations across its showrooms, inviting customers to engage with the theme in person. These interactions were positioned as experiences centred on conversation and participation, offering a way for audiences to connect with the idea within a familiar setting.
The campaign brought together multiple touchpoints—on-ground recordings, influencer content, celebrity-led amplification, radio presence across six cities and showroom-level activities. The combined approach allowed the brand to keep the narrative consistent across platforms without shifting away from the central message of emotional transparency.
Through the campaign, P.C. Chandra Jewellers attempted to acknowledge the range of emotions and identities men may hold but do not always verbalize. By encouraging conversations through a simple prompt, the initiative created space for responses that were personal and relatable, not thematic or scripted. The brand presented International Men’s Day as an occasion to listen rather than define, using the day to bring attention to voices that often sit outside traditional narratives of what men are expected to be.
P.C. Chandra Jewellers was founded in 1939 by Purna Chandra Chandra. Over eight decades, it has expanded to 75+ showrooms in cities across India, with the maximum number of locations in West Bengal.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
