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PC Chandra Jewellers ties up with Bengali sci-fi flick ‘Boomerang’ to promote men’s jewellery 



K M Choksi Jewellers launches digital contest to engage customers, improves brand visibility 

The movie showcases the Eterknight range by PC Chandra, flaunted by Bengali superstar Jeet on screen 

Kolkata: In quite a distinctive marketing exercise, PC Chandra Jewellers recently announced its collaboration with Jeetz Filmworks on their recent venture ‘Boomerang’ across their social media handles. Boomerang, now in theatres, is a science fiction action-comedy film starring Jeet and Rukmini Maitra. Jeet also takes the helms as the producer of the film under the banner of his production house, Jeetz Filmworks, and Grassroot Entertainment.  

Eterknight, PC Chandra Jewellers’ Men bijouterie collection, makes its way into the film as the star can be seen wearing the jewellery in various pre-release glimpses. The brand has marketed Eterknight quite extensively over the last month in efforts to capitalize on the occasion of Father’s Day, which passed this month. The brand had released a collaborative post alongside the actor and Jeetz Filmworks Instagram handle. The post managed to garner traction as it received over 3300 likes with almost 73 comments denoting the buzz around the film in the regional market. 

P.C Chandra’s participation in the project holds significance, as the movie revolutionizes film-making techniques in the Tollywood industry. Moreover, men’s jewellery is a category of rising importance, and P.C Chandra’s targeted marketing in West Bengal has inspired the youth in the state to give fashion through jewellery, a serious thought. 

Intuitive selection of ‘Boomerang’, a sci-fi film introducing Cine-Bot technology in Tollywood, has enabled the jewellery brand to infuse trend with design, thus getting a massive exposure to an audience ranging from children to adults, unlike collaborations with films having more mature themes. Alongside the Cine-Bot technology, ‘Boomerang’ also features a custom-designed futuristic superbike, which plays an integral role in the narrative.  


Retail Jeweller India News 

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