PC Chandra Jewellers celebrates women clay sculptors of Kumartuli

Even as jewellery brands are tapping the festive season with marketing blitz for their latest collections and weaving stories of family bonding and gifting in their campaigns, Kolkata-headquartered PC Chandra Jewellers has taken a different route this festive season and is celebrating women power. 

PC Chandra Jewellers has come out with a short documentary on the women clay sculptors of Kumartuli, the famed potter’s colony in West Bengal. Titled ‘Kanya Rupeno, Daughters of Clay’, the documentary has been conceptualised by JWT Kolkata and directed by Abhishek Sinha. The film was released online this Daughter’s Day on September 24. 

‘Kanya Rupeno, Daughters of Clay’ showcases the journey of three women – China Pal, Mala Pal and Kakoli Pal – who braved apathy, ridicule and gender bias to break into the male bastion of clay modelling. Today, they are the flagbearers of women power in Kumartuli. 

Commenting on this initiative, UK Chandra, Managing Director, PC Chandra Jewellers, said, “By spelling out the stories of these three strong-willed women, the ‘Kanya Rupeno’ documentary celebrates the inspirational journey of China Pal, Mala Pal and Kakoli Pal. It reminds us to empower our daughters as well, so that they can follow their dreams, stand up for themselves and make everyone proud with their stories of success.” 

Elaborating on the film, Arjun Mukherjee, VP & ECD, JWT Kolkata, said, “This year, Daughter’s Day and the onset of Durga Puja coincided on the same date. The challenge was to cut through the clutter of feel good communication and tell an inspirational story that celebrates true woman power. ‘Daughters of Clay’ is an honest, non-gimmicky portrayal of three women potters of Kumartuli, real life goddesses who rose in their male-dominated environs to follow their hearts. No wonder this documentary has become probably the most inspirational pieces of work this Durga Puja.”