Jewellery from PC Chandra is featured naturally across the storyline, reinforcing brand presence while engaging viewers
Kolkata: PC Chandra Jewellers has associated with ‘Sisters’, a web series on women-centric entertainment channel Girliyapa, to connect with a young, digital-first audience. The series, centred around the lives of two sisters, reflects emotions, bonds and relationships, aligning closely with the brand’s focus on personal expression.
Uday Kumar Chandra, Managing Director, PC Chandra Jewellers, said, “This partnership allows us to reach audiences who relate to modern story-telling. The contrast between the sisters reflects diversity in choice, just as our collections cater to different tastes across all age groups. Our aim is to reinforce that there is something special for everyone.”
The collaboration targets millennials and Gen Z viewers, who are increasingly engaging with digital content and value individuality and meaningful connections. By integrating jewellery into the storyline, the brand has ensured that it appears naturally in everyday moments, celebrations and key plot points.
The jewellery is featured both actively and passively in the series. Characters wear pieces that complement their style and occasions, while subtle placements in daily moments reinforce the brand presence without disrupting the narrative. The four-episode series, released over two months, provides continuous exposure and engagement, creating multiple touchpoints for audience interaction.
The brand also anticipates heightened visibility and engagement from viewers who follow Girliyapa and the ‘Sisters’ IP. “We expect the collaboration to generate meaningful conversations around our collections. By embedding our jewellery into relatable, everyday experiences, we can create emotional connections with viewers and potential customers alike,” stated Chandra.
“Our jewellery has been featured to highlight personal expression in each scene. This helps viewers see how our pieces can fit into different moments of life, whether casual or celebratory,” he added.
The partnership exemplifies PC Chandra Jewellers’ strategy to remain relevant for modern consumers while staying true to its heritage. By aligning with a content platform that resonates with younger audiences, the brand strengthens engagement, expands its digital footprint, and positions itself as a contemporary jewellery brand that celebrates both individuality and relationships.
P.C. Chandra Jewellers was founded in 1939 by Purna Chandra Chandra. Over eight decades, it has expanded to 70 showrooms in 10 cities across India, with the maximum number of locations in West Bengal.
Written by Achal Chaubey
Retail Jeweller India Exclusive
