India's jewellery brand PC Chandra Jewellers highlights gender bias in Indian society and aims to give recognition to female clay sculptors through its latest documentary.
The documentary titled 'Kanya Rupeno,Daughters of Clay’ is conceptualised by JWT Kolkata and showcases the struggles and journey of three women sculptors namely China Pal, Kakoli Pal and Mala Pal. The women sculpts idols of Goddess Durga who is worshipped by Hindus across India.
During Hindu festival Durga Puja (Worship of Durga) huge idols of Goddess Durga are sculpted and placed in decorated stage decorations and are visited by many.
UK Chandra, managing director of 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.”
Arjun Mukherjee, vice president & executive creative director, 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 environments to follow their heart. No wonder this documentary has become, probably the most inspirational pieces of work this Durga Puja.”
See the film by clicking the Creative Works box below.