Festive budget has been increased on traditional media this year: Uday Kumar Chandra

This time of the year marks one of the most crucial periods for businesses, as consumer sentiment is at its highest, with spending patterns reflecting the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands explore every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce has also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behavior analyses, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves, what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

Established in the year 1939, PC Chandra Jewellers is one of the leading jewellery in the country, with a legacy of over eight decades. PC Chandra Jewellers’ founder, the Late Purna Chandra Chandra, dreamt and envisioned crafting iconic, bold, and timeless jewellery pieces, creating a distinctive and thriving business model that would stand the test of time and touch millions of lives.

The brand’s philosophy is ‘A jewel of jewels’, stressing on creating jewellery that speaks of exclusivity. It emphasizes on precision, enhancement, and a keen eye while crafting those jewellery pieces with its products going through several quality checks to offer the best to the consumers. Its jewellery pieces derive inspiration from floral patterns, abstract designs, animal motifs, and cosmic elements, tailoring to the changing fashion preferences and tastes of modern women, and have become a household name in eastern India.

In conversation with Adgully, Uday Kumar Chandra, MD, PC Chandra Jewellers, shares his observations on the overall consumer and market sentiment during the festive season this year, the campaign strategy for the festive season, the marketing/ advertising budget allocated by the brand for festive season this year and more.

Speaking about the trends seen during the festive season this year, Chandra said, “We have observed a mix of enthusiasm and cautious spending among consumers. Many customers are excited to purchase gold jewellery, which is often regarded as a traditional celebration dedicated to honouring Durga Puja. This year, there’s a notable interest in unique, customized pieces that reflect personal stories or sentiments.”

Speaking about the campaign strategy, Chandra said that PC Chandra Jewellers as a brand over the years has always released a puja song encapsulating the essence of Puja. This year the theme is based on awakening one’s inner strength, confidence, and perseverance.

While the festive season sees a huge spike in spends by various brands on their marketing and advertising activities, Chandra said, “There is a moderate budget increase than the previous year allocated towards marketing and advertising for PC Chandra Jewellers.”

At the same time he said that the budget has been increased on traditional media for PC Chandra Jewellers.