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| Hasleen Kaur |
Kolkata Sep 7th 2013(Sailesh Gandhi): P C Chandra Jewellers, one of the largest jewellery houses from Eastern India announced Hasleen Kaur, former Femina Miss India Earth 2011 as their new brand ambassador. Hasleen Kaur will follow in the footsteps of previous emerging beauties who went on to become celebrated Bollywood beauty queens. On this occasion, the company also organized a preview of their new television commercial which breaks nationally from mid September
Conceptualized by Bates CHI & Partners, the thought behind the new campaign is to create a distinction and widen the image gap, between brand P C Chandra and other players in the region and in doing so, establish the contemporary and cosmopolitan persona of the brand. The campaign depicts a heavenly wedding, glamorous and grand against a regal backdrop; a dream wedding that is completed by the resplendent jewellery from PC Chandra Jewellers. The film, being the primary medium, was scripted and shot to recreate such a wedding in a palace by the lake.
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| Hasleen Kaur |
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| Abeer Chakravarty, Bates CHI & Partners |
Speaking on the occasion, U.K.Chandra, M.D., P.C. Chandra Jewellers said, “P C Chandra Jewellers have had a history of recognizing emerging talents. Such has been the case with our earlier brand ambassadors. Hasleen embodies on one hand, the modern, young & independent woman of today and a loving daughter, a graceful bride and a nurturing lover on the other.”He added, “The new Television commercial is rooted in the theme of marriage but it is the execution of the concept which takes this the commercial to the next level creating a setting which is a dream come true for every girl.”
Commenting on the new campaign, Abeer Chakravarty, Bates CHI & Partners said,“We built on P C Chandra Jewellers’s strong equity in Bengal to delve into a cosmopolitan space without alienating its large Bengali base. The campaign also needed to work in markets outside Bengal where P C Chandra Jewellers was focusing increasingly. The common ground was a scenario, a heavenly, regal wedding, which was region-agnostic.”
Former Femina Miss India Earth and the new P C Chandra Jewellers Brand Ambassador Hasleen Kaur shared her excitement on the brand association, “P C Chandra Jewellers, is a fine blend of modern and traditional designs. It is an iconic jewellery brand with a strong presence in Eastern India. I’m overwhelmed to partner with them at this juncture of my career and to represent the brand nationally.”
The group, which has 23 stores spread over Bengal, Delhi, Bangalore & Bhubaneswar, is targeting newer geographic regions in the coming years.
Shoot Locations
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| U.K.Chandra, M.D., P.C. Chandra Jewellers |
**Shiv Niwas Palace, City Palace Complex Udaipur (The palace of Maharana of Mewar)The crescent-shaped palace was built in the early 20th century, in the reign of Maharana Fateh Singh (period of reign: 1884-1930). Built on a hill top it gives a panoramic view of Udaipur city and it’s surrounding,
Lake Pichola, Udaipur Created in the year 1362 AD, named after the nearby Picholi village, two islands, Jag Niwas and Jag Mandir are located within Pichola Lake
Jagmandir Island Palace- Often referred to as warg ki vatika or garden of heaven, Jagmandir Island Palace is a Grand Heritage Palace constructed around 17th century. This palace is synonymous with a defining episode of history when the Mughal Prince Khurram sought refuge here in 1623. His stay at the Gol Mahal inspired him, as Mughal Emperor Shah Jehan, to build the Taj Mahal in Agra.
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