Kolkata: P.C. Chandra Jewellers has launched its Dhanteras 2026 campaign featuring actor Pratibha Ranta, combining its eight-decade jewellery heritage with contemporary designs and festive offers. The campaign aims to strengthen the retailer’s connection with younger consumers while highlighting the cultural significance of gold and diamond jewellery during the festive season.
The campaign centres on jewellery as both a form of personal expression and a lasting family possession, reflecting the emotional and traditional value associated with festive purchases. Through its association with Pratibha Ranta, the brand seeks to present its established craftsmanship and heritage in a contemporary context, appealing to customers across generations.
The festive assortment brings together traditional and modern jewellery designs across multiple gold purities. Alongside its established 22-karat and 18-karat gold collections, P.C. Chandra Jewellers is highlighting lightweight designs crafted in 14-karat and 9-karat gold, catering to consumers seeking accessible jewellery for everyday wear and gifting.
The retailer has also introduced 24-karat gold coins featuring a Kalash motif, available in 5-gram and 10-gram denominations. The wider festive portfolio includes diamond necklace sets, enamelled jewellery and astrological gemstones, offering customers a selection of traditional and contemporary pieces for Dhanteras purchases.
To support festive demand, P.C. Chandra Jewellers has announced promotional offers valid across its showrooms and online channels until 7 November 2026. Customers can avail of a flat discount of ₹1,000 per gram on 22-karat and 18-karat gold jewellery, ₹700 per gram on 14-karat designs and ₹500 per gram on 9-karat jewellery.
The promotional programme also includes a 12 per cent discount on the total value of diamond jewellery and astrological gemstones. Customers exchanging old gold purchased from any jeweller can avail of a full-value exchange with zero deduction, subject to applicable terms and conditions. The brand is additionally offering a 25 per cent reduction in making charges on its RIHI silver jewellery range.
The campaign reflects the retailer's efforts to address changing jewellery-buying preferences, particularly among younger consumers who increasingly seek lightweight, versatile designs alongside traditional investment-oriented gold purchases. By expanding its assortment across different gold purities, the brand is offering additional options across price points and wearing occasions.
Pratibha Ranta's association forms an important part of this positioning. Her presence in the campaign introduces a younger perspective to the heritage brand's festive communication, connecting traditional jewellery values with contemporary styling and consumer aspirations.
For P.C. Chandra Jewellers, the initiative brings together celebrity-led communication, product diversification and promotional offers during one of the industry's important gold-buying periods. The campaign reinforces the retailer's focus on maintaining its established customer relationships while engaging a new generation of jewellery buyers.