PC Chandra Jewellers partners talk show on mental health by Pankaj Tripathi on BIG FM

The new season of Dhun Badal Ke Toh Dekho is all about men’s mental health – challenging stereotypes, encouraging fresh perspectives and breaking conventional thought patterns – which is completely in line with the essence of the brand’s men’s jewellery range, EterKnight

Kolkata: Leading jewellery retailer PC Chandra Jewellers has associated with the new season of the talk show Dhun Badal Ke Toh Dekho on BIG FM, in which actor Pankaj Tripathi continues his mission to break stereotypes, challenging societal norms with each episode. The brand announced the association via a collaborative Instagram post with the radio station.

This season of the show specifically focuses on men’s mental health, and concerns regarding the requirement to be a ‘real man’. Notably, PC Chandra Jewellers has a men’s jewellery collection EterKnight, which it pitches as a narrative of strength, resilience and authenticity for men. “From intricately detailed rings to striking bracelets, each piece is a symbol of your inner fortitude and unwavering confidence,” says a post by the brand about EterKnight on Instagram. The brand’s association with the show is in line with the essence of EterKnight, and promises to garner the attention of men watching the show.

Several jewellers and brands are using their platforms, products, and resources to raise awareness about mental health, particularly for men, who are often less likely to seek help or discuss their struggles openly due to societal norms around masculinity. Many jewellers are designing pieces that symbolize mental health awareness and encourage conversations around it. With Pankaj Tripathi’s unique approach to story-telling, the Dhun Badal Ke Toh Dekho show delves into topics that spark important conversations, all while keeping the audience engaged with thought-provoking content. The campaign around the show is part of the larger initiative #DhunBadalKeTohDekho, which aims to inspire people to break away from conventional thought patterns and embrace new perspectives.

Meanwhile, PC Chandra Jewellers recently launched Season 7 of PC Chandra Goldlites Diva, one of eastern India’s biggest beauty pageants run by it. According to the brand, more than 2,000 contestants have already enrolled for the show. The focus of the event is on grooming future talent for the global fashion and entertainment industries, and there won’t be a separate jewellery showcase or new collection unveiling during the pageant.

Retail Jeweller India News