Inspired by the mythology of the golden deer, the TVC featuring brand ambassador Nikita Dutta adopts a silent approach, creating a strong emotional connection with the viewer and avoiding the visual clichés that often dominate bridal jewellery campaigns
Kolkata: P.C. Chandra Jewellers’ latest campaign Swarna Mrigaya, featuring brand ambassador Nikita Dutta, represents a shift in narratives within bridal jewellery marketing—moving from aspirational glamour to symbolic story-telling rooted in cultural context. Inspired by the mythology of the golden deer, the campaign reframes gold not just as a visual or material asset, but as an emotional and cultural signifier within the bridal journey. It reflects the evolving preferences of brides seeking meaning beyond adornment.
Rather than relying on traditional tropes of opulence or high-energy celebration, Swarna Mrigaya adopts a more introspective tone. It portrays the bride not as a passive recipient of jewellery, but as someone engaged in a process of self-discovery and emotional preparation. In doing so, the campaign broadens the function of bridal jewellery—from ornamental to meaningful—positioning it as part of a personal narrative and a cultural rite of passage.
The use of gold jewellery—characterized by heavy textures and rooted in traditional Bengali craftsmanship—signals continuity with heritage, but the execution remains contemporary. The film focuses on stillness, quiet observation, and emotional nuance, rather than spectacle. This strategic restraint creates a stronger emotional connection with the viewer and avoids the visual clichés that often dominate bridal jewellery campaigns.
Actor Nikita Dutta appears in the lead role, but the campaign does not centre around celebrity. Her presence supports the narrative, which is driven by emotion and symbolism rather than fame. The emphasis is clearly on the jewellery—particularly the necklace and bangles featured prominently—as metaphors for identity, legacy and personal transition.
Swarna Mrigaya reflects a conscious response to evolving consumer sentiment. As younger bridal consumers increasingly seek experiences that reflect authenticity and emotional depth, the campaign meets this shift by presenting jewellery as more than a purchase—it is shown as an extension of memory, family tradition, and individual meaning.
This campaign also reinforces P.C. Chandra Jewellers’ focus on the high-value bridal segment, but through a lens that prioritizes cultural resonance over product display. The creative direction is informed by a deeper understanding of what jewellery represents in Indian weddings today: not simply adornment, but a continuity between generations, identities and moments of change.
By embedding these values into its narrative, Swarna Mrigaya strengthens brand positioning through cultural relevance and emotional clarity—demonstrating how traditional categories like bridal gold can be revitalized through thoughtful, meaning-driven story-telling.
P.C. Chandra Jewellers was founded in 1939 by Purna Chandra Chandra. Over eight decades, it has expanded to 67 showrooms in 10 cities across India, with the maximum number of locations in West Bengal.
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