A beautiful Bengali bride is getting ready for her wedding. She asks her granny for her opinion on how she looks through Facetime; “Sundar or not?” she asks her. In the midst of all this she gets a work call, just a few minutes before the wedding. She picks up the call without much ado. No bridezilla moment here, calm as the sea, strong as the sun. She then walks down the aisle to join her foreigner fiancé. Enchanted by her beauty, the groom says, “tum bahut khubsurat lag rahi ho Arpita Anderson.” She corrects him, “Mrs. Arpita Sen Anderson.”

The ad clearly appeals to the young women of today, who have no shackles holding them back. She loves her job, loves her family and is the sole authority on whom she wants to marry and of course, the kind of jewellery she wants to wear on her wedding day.

"We want to appeal to the young women of today having roots and wings- who strike a fine balance between traditional values and are independent and modern in their thoughts. For these young women we have very stylish designs which are light and contemporary but have been made with the traditional craftsmanship which is our heritage. Each bridal set has the good wishes of the entire P.C. Chandra family," said U.K.Chandra, Managing Director, P.C. Chandra Jewellers to Adage India. "PC Chandra's intricate craftsmanship and the brand's unique image in the minds of Bengalis all over the world is something we kept in mind while working. There is always the temptation to push a brand that much further but we ensured that while pushing it further, we retained its rootedness,” said Ayan Chakraborty, VP & Executive Business Director, J Walter Thompson to Adage India.