Centred around the brand’s EterKnight collection, the campaign features brand ambassador Abir Chatterjee and speaks to the ‘everyday man’. It runs across OOH, TV, digital platforms and airport promotions, and also involves in-store experiences
Kolkata: P.C. Chandra Jewellers has launched its latest brand campaign around its EterKnight collection, featuring actor and brand ambassador Abir Chatterjee, in a move that signals the brand’s serious intent to redefine men’s jewellery in India. Unlike traditional campaigns built around festive occasions, this one speaks directly to the everyday man. “We’re focusing on redefining men’s style and jewellery, targeting the everyday man who wants to look great without waiting for a special occasion,” said Uday Kumar Chandra, Managing Director, P.C. Chandra Jewellers.
The campaign has taken shape as a high-visibility, multi-channel initiative. “We’ve had a massive launch featuring Abir Chatterjee across various channels, including outdoor advertising, TV commercials, digital platforms, airport promotions nationwide, and in-store experiences,” Chandra explained. According to him, this 360-degree strategy has already sparked significant response, giving the brand a fresh edge in the market.
While West Bengal is the campaign’s home ground, the brand is deliberately reaching out to a wider audience. “We’ve also extended the campaign to other cities with a significant Bengali population, such as Bengaluru and Delhi. Chatterjee’s global popularity and relatability among Bengalis has led to a positive response in these locations,” Chandra shared. The in-store activations, he added, are being rolled out selectively in key cities to optimize impact.
According to the brand, this is not just a visibility campaign but a calculated move to explore new market segments. “Our campaign objectives include exploring the vast potential of the men’s jewellery market, building brand recognition, and boosting the love for jewellery. We’ve observed a rising interest in jewellery among men, and we’re optimistic about capturing this emerging trend,” Chandra pointed out.
For the brand, signing on Abir Chatterjee means more than just celebrity endorsement — it’s about aligning with someone who embodies the brand’s ethos. With Chatterjee being a household name, especially among Bengali audiences, the brand believes it has found a relatable face to connect with customers across markets. “Abir Chatterjee’s values and persona align perfectly with P.C. Chandra Jewellers’ philosophy. His empathetic, progressive and charming nature, combined with strong family values and respect for women, resonate with our brand’s vision,” Chandra stated.
Chandra also said that the brand is gearing up for more creative collaborations with Abir Chatterjee. “We’re excited to explore more creative collaborations with Chatterjee, leveraging his charm and relatability to further amplify our brand’s message,” he said.
With this campaign, P.C. Chandra Jewellers is making a decisive move in the growing men’s jewellery space, backed by a clear business strategy to lead this conversation in the market.
P.C. Chandra Jewellers was founded in 1939 by Purna Chandra Chandra. Over eight decades, it has expanded to 67 showrooms in 10 cities across India, with the maximum number of locations in West Bengal.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
