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PC Chandra Jewellers encourages women to #UncelebrateWomensDay

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Laura Kelly
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Indian jewellery brand PC Chandra Jewellers is encouraging Indian women to uncelebrate International Women's Day (8 March) to combat gender bias and emphasize that women's day should be celebrated everyday.

The campaign UncelebrateWomensDay, conceptualised by J Walter Thompson, Kolkata and directed by Abhishek Sinha, features various women speaking about the discrimination they have faced since their childhood.

For example, being gifted a cookery set emphasizing that their place is in the kitchen, always being asked to sit cross-legged, while boys are told sexist statements like 'don't cry-like a girl'.

All the women then speak about boycotting women's day and not celebrating it until gender equality is achieved in the society.

U.K. Chandra, managing director of P.C.

Chandra Jewellers, said: “We are not against Women’s Day.

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Laura Kelly
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