Brand Ambassador of PC Chandra Jewellers

P.C. Chandra Jewellers — one of India’s most respected and historically significant jewellery houses, founded in 1939 by the Late Shri Purna Chandra Chandra with its first showroom on Bowbazaar street in North Kolkata — carries one of the Indian jewellery industry’s most distinguished legacies. For over eight decades, the brand has been woven into the fabric of Bengali cultural life — particularly through its deep association with the ceremonial jewellery traditions of Bengali weddings, pujas, and family celebrations — earning a reputation for handcrafted excellence, authentic design heritage, and the kind of generational customer trust that only 85 years of consistent quality can build. Now embarking on one of the most ambitious geographic expansions in the brand’s history, P.C. Chandra Jewellers has assembled a multi-ambassador portfolio spanning Bollywood’s most nationally beloved actors, Bengali cinema’s most respected stars, and rising Bollywood talent — each serving a specific dimension of the brand’s growth vision.

P.C. Chandra Jewellers Brand Ambassador Portfolio — Complete Overview

Ayushmann Khurrana — The National Brand Ambassador

P.C. Chandra Jewellers’ announcement of Ayushmann Khurrana as its national brand ambassador on April 21, 2026 is the most commercially significant ambassador appointment in the brand’s 87-year history — marking the specific moment when a jewellery house with deep, cherished roots in Bengal’s cultural identity made its formal statement of intent to become a preferred jewellery destination across every geography and demographic in India, not merely in the eastern markets that have known and loved it for generations.

The association was announced as marking a significant step in the brand’s journey as a national brand, with P.C. Chandra Jewellers describing itself as actively expanding its footprint across key markets in India, strengthening its retail presence and enhancing accessibility for customers nationwide — taking its legacy of trust and craftsmanship beyond regional boundaries.

The brand’s articulation of why Ayushmann Khurrana is the right ambassador for this national expansion moment is precise and strategically sound. With his wide-reaching appeal, authenticity, and progressive yet grounded persona, he resonates with audiences across geographies and demographics. His ability to connect with real, everyday stories aligns seamlessly with the brand’s vision of building meaningful relationships with customers across India.

Ayushmann Khurrana’s specific fitness for a jewellery brand seeking national expansion from a regionally rooted heritage base lies in a set of qualities that are genuinely rare among Bollywood’s current generation of stars. His filmography — a deliberate, consistent series of films that tell the stories of ordinary Indian people in extraordinary situations — has made him simultaneously Bollywood’s most artistically credible and most genuinely pan-India accessible contemporary actor. While stars with larger fan bases may generate more social media visibility, Khurrana generates something more commercially useful for a heritage jewellery brand expanding into markets it has not previously served: authentic trust.

The campaign departs from high-glamour bridal narratives that characterise most Indian jewellery brand advertising. By partnering with Ayushmann Khurrana, known for his relatability and contemporary appeal, the brand aims to build stronger connections and establish relevance in new geographies. The campaign embraces authenticity-led branding, with Khurrana’s persona aligning with the brand’s vision of modernising its heritage craftsmanship narrative for today’s evolving consumers.

The shared vision that P.C. Chandra Jewellers describes is expressed with a philosophically coherent statement — to celebrate individuality, honour legacy, and embrace innovation, while strengthening a bond of trust that transcends regions and generations. This three-part philosophy — individuality, legacy, and innovation simultaneously — maps perfectly onto Ayushmann’s own public identity. His film choices celebrate individuality (the stories he tells are about ordinary people owning their unique circumstances); his craft honours legacy (his Hindustani classical music training, his respect for performance traditions); and his approach to Bollywood embodies innovation (he changed what the mainstream Hindi film hero could look like and what stories could be commercially successful).

Saiee Manjrekar — The New Generation Voice

P.C. Chandra Jewellers’ January 2025 announcement of Saiee Manjrekar as a brand ambassador brought a rising generation Bollywood personality into the brand’s communication ecosystem — specifically addressing the younger consumer demographic whose jewellery purchase occasions and aesthetic preferences differ significantly from the ceremonial, wedding-centric associations that have historically defined the brand’s core customer relationship.

Manjrekar’s description of her enthusiasm at the appointment captured authentic product connection — expressing that she is thrilled to be part of the P.C. Chandra family, appreciating the jeweller’s intricate and thoughtfully crafted pieces suitable for various occasions, and noting that they cater to a wide range of tastes. Her stated fondness for diamonds as her favourite jewellery type created a personal product affinity narrative that elevates her ambassadorship beyond contract toward genuine product enthusiasm.

Abir Chatterjee — Bengal’s Cultural Ambassador

P.C. Chandra Jewellers’ June 2025 appointment of celebrated Bengali actor Abir Chatterjee alongside the existing roster demonstrated the brand’s sophisticated understanding that its expansion beyond Bengal does not mean abandoning or undervaluing the deep cultural roots that have sustained it for 87 years. Abir Chatterjee’s prominence in Bengali cinema — his association with beloved detective characters, his identification with Bengali cultural sensibility, and his status as one of the most respected actors in the Bengali film industry — reinforces the brand’s Bengali authenticity for its core market while the national expansion through Ayushmann simultaneously reaches beyond it.

The P.C. Chandra Brand Philosophy — Heritage Meeting National Ambition

P.C. Chandra Jewellers’ description of itself captures the tension between deep regional heritage and national ambition that the brand’s ambassador strategy is designed to resolve — an untold tale of unequalled legacy, unparalleled excellence, unshakable trust, and unconventional innovations. The word unconventional is interesting in a brand that has existed since 1939 — it signals that the brand understands its expansion requires not abandoning its heritage identity but finding creative ways to communicate it to audiences for whom a Kolkata jewellery house on Bowbazaar is a story they haven’t yet discovered.

P.C. Chandra Jewellers’ ambassador programme in 2026 — anchored by Ayushmann Khurrana’s April appointment as national brand ambassador and supported by a roster that addresses Bengali cultural identity through Abir Chatterjee and the new generation of jewellery consumers through Saiee Manjrekar — represents one of India’s heritage jewellery industry’s most strategically considered celebrity investment portfolios. It communicates simultaneously to the Bengali households who have trusted the brand across generations, to the national Indian consumer discovering the brand for the first time, and to the young professional for whom jewellery is less ceremonial occasion than everyday self-expression — achieving a breadth of audience conversation that reflects both the depth of P.C. Chandra’s 87-year legacy and the ambition of its national expansion chapter.