While the visual narrative does not explicitly show the jewellery-making process, the campaign holds up the finished ornaments as proof of the karigari itself
Kolkata: P.C. Chandra Jewellers has launched ‘Karigari’, a new campaign that pays tribute to the artisans behind its jewellery creations while introducing the latest edition of Swarnamrigaya, the brand’s premium gold and diamond jewellery line. Conceived as a celebration of craftsmanship, the campaign places the spotlight on the karigars whose skill, patience and precision shape each piece, while also showcasing the brand’s handcrafted design and jewellery-making excellence.
At the centre of the campaign is a film featuring brand ambassador Saiee M Manjrekar, who appears wearing jewellery from Swarnamrigaya. While the visual narrative does not explicitly show the jewellery-making process, the campaign’s objective lies in drawing attention to what those pieces represent: the artistry, labour and imagination that go into creating them. In that sense, the finished ornaments become the proof of karigari itself, allowing the brand to celebrate the people behind the product through the jewellery they create.
“P.C. Chandra Jewellers has always celebrated the art of craftsmanship. Karigari is a tribute to our skilled artisans, whose passion and precision transform gold into timeless pieces of art. The film honours the hands behind the jewellery that becomes a part of our most cherished moments, while promoting our signature collection, Swarnamrigaya, a celebration of artistry and imagination,” said Uday Kumar Chandra, Managing Director, P.C. Chandra Jewellers.
Positioned as a premium, limited-edition line, Swarnamrigaya is typically presented through select flagship showrooms rather than across all P.C. Chandra outlets, adding an exclusivity layer to the campaign. By anchoring Karigari around Swarnamrigaya, the brand was able to present craftsmanship not as an abstract value, but as something visible in the detailing, finish and design language of the jewellery itself.
For the retailer, opening up the craftsmanship narrative also serves a broader purpose. Giving customers a closer sense of the effort behind jewellery-making can deepen appreciation for jewellery as a crafted object rather than a commodity purchase. Through Karigari, the brand extends that conversation beyond design and product, placing the maker at the centre of the story.
The retailer said Karigari also reflects how its artisans balance age-old techniques with contemporary jewellery-making methods. This blend of traditional expertise and modern execution forms a key part of the campaign narrative, positioning the jewellery as rooted in legacy while remaining relevant to current tastes. “At P.C. Chandra Jewellers, our journey has been shaped by the dedication of our karigars. Karigari is a tribute to their invaluable contribution and craftsmanship,” Chandra added.
The campaign is being amplified through a television commercial and digital platforms, with communication designed to take audiences behind the scenes and spotlight the craftsmanship, process and emotion behind every creation.
Founded in 1939, P.C. Chandra Jewellers today has more than 70 showrooms across India.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
