Brands
PC Chandra celebrates mother-daughter bond
MUMBAI: We’ve all heard the phrase ‘Daddy’s Girl’. But a woman is every bit a ‘Mommy’s Girl’ too. Celebrating the mother-daughter bond, PC Chandra Jewellers and Bates CHI&Partners have developed the new wedding campaign that celebrates this relationship that is more precious than gold.
Shopping partner, fashion police, inspiration, a mother is all these things and more and during the time of the daughter’s wedding and all the emotions shared between the two are at their peak. There are little moments of discord as well as the overwhelming love that lead up to the final moment of the daughter bidding farewell to her beloved mother to start a home of her own.
PC Chandra Jewellers MD UK Chandra says, “I feel, this is an impactful film being aired from Kolkata. The melodious song of the TVC explores a high emotion prime point in the lives of the bride and her family, it should find resonance in every heart.”
PC Chandra Jewellers GM marketing Anuttama Das adds, “We wanted to reach out to today’s young women. A tribute to the timeless mother-daughter bond would be the perfect way to launch our new wedding collection.”
Bates CHI&Partners Kolkata branch head Sharmista Dev says, “Amidst the widening gap in attitudes and values between generations, there are some emotions that always remain unchanged. We wanted to position a timeless brand like PC Chandra Jewellers, as the unchanging link between the two generations.”
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
