P.C. Chandra Jewellers creates a thoughtful campaign on Maha Shivratri

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What is Maha Shivratri all about?

Mahashivratri is a Hindu festival celebrated in honour of Lord Shiva, one of the main deities in Hinduism. It falls on the 14th day of the dark fortnight in the Hindu month of Phalguna (usually February or March).

On Mahashivratri, devotees observe fasts, visit Shiva temples, and offer prayers to seek blessings from Lord Shiva. It is believed that observing this day with devotion and performing rituals can help one attain peace, prosperity, and fulfilment of desires.

Many people stay awake all night, engaging in chanting prayers, singing devotional songs, and meditating in reverence to Lord Shiva. The festival symbolises overcoming darkness and ignorance, as Lord Shiva is considered the destroyer of evil and the embodiment of truth and purity.

Mahashivratri also holds cultural significance, with various cultural programs, dance performances, and processions organised in many places to celebrate the occasion. Overall, Mahashivratri is a time of spiritual reflection, devotion, and celebration of the divine presence of Lord Shiva in the universe.

P.C. Chandra Jewellers

P.C. Chandra Jewellers is a renowned jewellery brand, trusted by many for its exquisite designs and quality craftsmanship. Established in India, it has a rich heritage spanning decades, offering a wide range of traditional and contemporary jewellery pieces.

Their collection includes stunning gold, diamond, and precious gemstone jewellery, catering to various tastes and occasions. From elegant necklaces and sparkling earrings to intricately crafted bangles and rings, each piece reflects a blend of tradition and modernity.

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P.C. Chandra Jewellers is not just about selling jewellery; it’s about creating cherished moments and enhancing celebrations. Whether it’s weddings, festivals, or special milestones, their timeless pieces add grace and elegance to every occasion.

With a commitment to customer satisfaction and a reputation for authenticity, P.C. Chandra Jewellers has earned the trust and loyalty of generations. Their stores offer a welcoming ambiance, where customers can explore their collections with ease, making every jewellery shopping experience memorable and delightful.

P.C. Chandra’s Shivratri campaign

In February 2023, a professional campaign called ‘Maha Shivratri’ was launched in India by the ad agency R K Swamy Limited for P C Chandra Jewellers. This campaign aimed to celebrate the Hindu festival of Maha Shivratri, dedicated to Lord Shiva, a revered deity in Hinduism. Maha Shivratri is observed through fasting, prayer, and offering devotion to Lord Shiva. The campaign emphasised the significance of this festival and its connection to Lord Shiva’s attributes, symbolised by the damaru, a small two-headed drum considered the deity’s instrument.

P.C. Chandra’s Shivratri campaign
Source: P.C. Chandra Jewellers

The campaign targeted audiences interested in beauty, fashion, and jewellery industries, aiming to capture the essence of spirituality and tradition while promoting P C Chandra Jewellers’ products. Through a blend of digital and print media, the campaign sought to evoke a sense of reverence and cultural pride associated with Maha Shivratri.

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Led by Brand Design Director Biswarup Nath, the campaign strategically leveraged storytelling and visual imagery to resonate with consumers. The single media asset utilised in the campaign likely featured intricate jewellery pieces inspired by Lord Shiva’s symbolism, such as designs incorporating the damaru motif or other elements associated with the deity.

The campaign’s timing coincided with the festive season, maximising engagement and sales potential among consumers seeking meaningful purchases during Maha Shivratri. By aligning with a revered cultural event like Maha Shivratri, P C Chandra Jewellers positioned itself as a brand that values tradition and spirituality, appealing to customers seeking both aesthetic beauty and cultural significance in their jewellery purchases.

Marketing strategy of  P.C. Chandra Jewellers

The marketing strategy for P C Chandra Jewellers’ Maha Shivratri campaign seems to revolve around leveraging the cultural significance of the festival to promote their brand and products. By associating their jewellery with the revered deity Lord Shiva and the festivities surrounding Maha Shivratri, the brand aims to create a deep emotional connection with their target audience, who are likely to be devout Hindus or individuals interested in traditional Indian culture.

The use of digital and print media indicates a multi-channel approach to reach a wide audience across various platforms. Digital media allows for targeted advertising and engagement with online audiences, while print media ensures visibility in traditional outlets such as newspapers and magazines, catering to audiences who may prefer offline channels.

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The focus on Beauty, Fashion, and Jewellery industries suggests that the campaign aims to position P C Chandra Jewellers as a leading choice for consumers seeking exquisite jewellery to adorn themselves during the festive season. By associating their brand with beauty and fashion trends, they seek to appeal to individuals looking to enhance their style and make a statement during Maha Shivratri celebrations.

The inclusion of Biswarup Nath, the Brand Design Director of R K Swamy Limited, indicates a strategic emphasis on creative direction and visual appeal in the campaign. Nath’s involvement suggests that the campaign likely features compelling visuals and designs aimed at capturing attention and resonating with the target audience.


The ‘Maha Shivratri’ campaign by P C Chandra Jewellers, crafted by R K Swamy Limited, celebrates the Hindu festival honouring Lord Shiva. With fasting, prayers, and devotion to Lord Shiva, it captures the essence of this auspicious occasion. The campaign, blending digital and print media, resonates with the beauty, fashion, and jewellery industries, offering a unique connection to tradition and elegance. Led by Brand Design Director Biswarup Nath, this campaign highlights the significance of the damaru, symbolising Shiva’s presence. It’s a testament to cultural reverence and showcases P C Chandra Jewellers’ commitment to heritage and style.

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