Soho Square unveils new campaign for PC Jewellers

08 Oct,2014

By A Correspondent


The campaign for PC Jeweller (PCJ) introduces PCJ’s new brand positioning of Naye Zamaane Ke Heere, a positioning that speaks both of the kind of jewellery and of the kind of woman who chooses to wear PCJ.


The TV campaign comprises of three different spots, each talking about the choices a woman of today makes and the stereotypes she breaks within her everyday existence. The films aren’t just limited to women looking beautiful and wearing stunning jewellery. The core thought behind ‘Naye Zamaane Ke Heere’ is to highlight the spirit and substance of a woman while showing her in very real, present-day scenarios. The intent is to tell stories that women will relate to and characters that women would aspire to be.


While one film is the story of a woman who is completely confident in her dark skin, another is that of a woman who has chosen to put food on the table even as her husband is pursuing other interests. The third in the series talks about how it’s the sons in the family that need to make an attitude shift.


In an environment that is very sensitive to issues related to gender discrimination, the campaign brings to light how in her own way a woman can make an important point every time she faces bias. It is in moments like these that a woman’s true worth and confidence shines through.


Ajay Gahlaut – Executive Creative Director, said, “In my favourite Classic Hindi Film, Sahib Bibi Aur Ghulam, Rehmaan dismissively says about women: “gehane banao genhane tudwao kaudian khelo”. It wasn’t true then and it isn’t true now. Yes jewellery adds to the beauty of a woman, but a woman too lends her own grace to an ornament. With PCJ we have taken a brave new stand by talking about the woman rather than the ornaments.”


PCJ’s brand thought Naye Zamaane Ke Heere will also be carried forward in print which will break after the film campaign.


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