GlamBuzz
P.C. Chandra Jewellers Appoints Ayushmann Khurrana as National Brand Ambassador
Strategic Partnership Signals Shift Towards Youth-Focused, Pan-India Expansion and Authentic Storytelling
P.C. Chandra Jewellers has appointed Ayushmann Khurrana as its national brand ambassador, marking a significant step in its journey towards becoming a pan-India jewellery brand.
This strategic move reflects the brand’s intent to connect with a younger demographic, shifting away from traditional bridal-centric positioning to focus on authentic, everyday moments and meaningful storytelling.
As part of its expansion strategy, the brand is scaling its retail footprint across Tier 1 and Tier 2 markets, moving beyond its strong regional presence. 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 departs from high-glamour bridal narratives, instead embracing authenticity-led branding. Khurrana’s persona aligns with the brand’s vision of modernising its heritage craftsmanship narrative for today’s evolving consumers.
With this collaboration, P.C. Chandra Jewellers reinforces its commitment to building deeper consumer engagement and expanding its presence across the Indian jewellery market.
GlamBuzz
CaratLane Partners With Ashlesha Thakur To Spotlight Natural Diamond Jewellery
Young Actor To Lead Campaigns Promoting Affordable Natural Diamond Jewellery Designed For Everyday Wear and Self-Expression
CaratLane – A TATA Product has recently signed up Ashlesha Thakur for its latest campaigns spotlighting its accessible natural diamond jewellery range. Recognised for her compelling performances and relatability in popular OTT content, the young actress resonates strongly with a new generation of consumers who value authenticity, self-expression, and ease.
As part of this association, Ashlesha will front CaratLane’s campaigns spotlighting its range of accessible natural diamond jewellery — Shaya Diamonds crafted in 925 silver and 9KT gold — with prices starting from as low as Rs. 5,000. These collections reflect the brand’s commitment to making fine jewellery more approachable, everyday, and relevant for a younger demographic.
Saumen Bhaumik, MD – CaratLane, said:
“Natural diamonds are among the rarest creations of nature, formed over a billion years—making them truly precious. Yet, rarity and preciousness need not put them out of reach. Through our 9KT gold and Shaya Diamond range in 925 silver, we are making natural diamond jewellery more attainable, without compromising on its inherent value and beauty. Ashlesha’s genuine connect with younger audiences makes her an ideal face for this range.”
Ashlesha Thakur remarked:
“I’m really excited to be associated with CaratLane. The brand has always felt ahead of the curve when it comes to design and variety. I was genuinely impressed by how beautifully the silver diamonds & 9KT gold have been brought to life. It’s stylish, accessible, and something I know so many girls my age would love to indulge in.”
-
GlamBuzz1 hour agoCaratLane Partners With Ashlesha Thakur To Spotlight Natural Diamond Jewellery
-
International News22 hours agoGold and Silver Under Pressure: Inflation Shock, Fed Repricing, and Critical Support Zones AUGMONT BULLION REPORT
-
JB Insights21 hours agoGold Loans Fuel MSME Expansion
-
National News3 days agoKirit Bhansali Has Been Appointed As The Nominee Director On The IAGES Board, Effective 11 May 2026
JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.