Shyam Sundar Co Jewellers revives love for Bengali films among schoolkids

A legacy brand, who has made a name for itself with years of trust, chalks out its promotional plans with a larger motive. For Shyam Sundar Co Jewellers, this has been with a cause far from jewellery promotion, but a restoration of Bengali culture.

This year, the brand has undertaken a virtual screening of best feature films starring the late Tollywood superstar Soumitra Chatterjee. From Sonar Kella to Joy Baba Felunath, schoolchildren are getting a nice trip down every Bengali’s nostalgia at times when excess emphasis on English curriculum is keeping parents with no other option but to put Bengali language and culture in the backburner.

Named ‘Iskule Bioscope’ (‘Bioscope in schools’ translated in English), the in-school screening initiative by the brand collaborated with over 20 schools, reaching out to over 10,000 students. The event was held through virtual screening of the said films from June 18 – July 15 this year through the Facebook page of A host of programmes were held for the students after screening, with Bengali film celebrities Sharmila Tagore, Abir Chattopadhyay, Goutam Ghosh, Siddhartha Chattopadhyay and Sabyasachi Chakraborty interacting with students on various quizzes and competitions related to the late superstar.

Interestingly, this is not a lockdown-specific initiative by the brand. Shyam Sundar Co Jewellers has been doing this initiative since 2017 and has reached out to over a lakh students. Even students abroad wishing to watch these timeless Bengali films have been entertained. “This is an initiative to keep the Bengali community attached to their roots over a long term. We strive to reach out to remote sections of the youth through schools,” said Rupak Saha, Director, Shyam Sundar Co Jewellers.

Interestingly through this initiative, the brand is also earning trust of the parents of schoolchildren, who constitute the main target audience of the brand.

Written by Shubham Dasgupta

RJ exclusive