Senco Gold & Diamonds celebrates the festival of homecoming through its latest Durga Puja Campaign -Aparupa
Kolkata, September 12, 2024 – Senco Gold & Diamonds is a leading pan-India jewellery retailer having 167 showrooms across India, a brand with a legacy of 85 years having so many showrooms. Senco Gold & Diamonds has been listed as the 2nd Most Trusted Jewellery Brand for the 4th year in a row by TRA.
Senco Gold & Diamonds over the years has celebrated women not just by adorning them but through their multiple CSR activities. In keeping with this spirit, Senco Gold & Diamonds announced the launch of a new Durga Puja Campaign called Aparupa, where the inner beauty of a woman, her resilience, her strength is celebrated. Durga Puja is a welcoming of ‘Maa Durga’ and is a special event in every Bengali’s life, a time of joy, reverence, cultural heritage, and pride. It is that time of the year when people across India & Globally, especially Bengalis, travel back to their homes to be together with their loved ones and to celebrate the biggest festivity of the year – The Durga Puja. The Aparupa Campaign aims to capture the flavour of a ‘bonedi raaj bari’ (aristocratic household) style Durga Puja. Senco celebrates culture, and the visuals capture rituals, from alpona to shondhe aroti, dancing to the beats of the dhaki in revelry, and singing in celebration. The striking red theme represents both the divine presence of Maa Durga and Senco Gold & Diamonds brand identity.
Aparupa means “unparalleled” beauty, both divine and human, embodying strength, grace, and tradition. Aparupa means the incomparable beauty of Maa Durga and every woman who mirrors her grace. The jewellery designs capture this sentiment, offering pieces that are both traditionally rooted and designed for modern wear, showcasing the delicate balance between cultural significance and modern styling.
Mrs. Joita Sen, Director and Head of Marketing & Design at Senco Gold & Diamonds, said, “This campaign celebrates the cultural richness of Bengal during Durga Pujo, the karigari, the workmanship, that is the essence of Durga Puja, and the spirit of the woman, her inner beauty that is celebrated through the different styles of designing”.
In this video, we have featured four of our brand ambassadors namely Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra & Swastika Dutta, each representing the different types of women and their unique personalities. Every woman expresses herself through her choice of jewellery, which is why we have created four distinct styles to connect with the varied sensibilities of different personalities.
The new campaign film captures the homecoming spirit and the passionate exuberance of Bengalis during Durga Puja, highlighting the perfect blend of tradition and modernity that is reflected in the celebrations as well as in the jewellery designs.
The campaign video highlights exquisite craftsmanship across 4 design segments: –
- The Modernized Gold Choker is designed with intricate filigree work, colour stone settings, and Regi-balls. It features a traditional yellow gold sitahaar, enhanced with cuttai work that blends red and green stones, giving it a modernized look. Ishaa Saha wears this exquisite piece.
- The Antique Gold design is rooted in tradition, representing opulence and age-old artistry, making it perfect for festive elegance. The antique necklace features Kundan and carving stone, nakshi, and an overall motif of flora and fauna. It is also designed with seed pearls. The Sitahar showcases nakshi, Kundan, Meenakari, and green beads with floral motifs. This exquisite piece is adorned by Madhumita Sarcar.
- The Diamond Jewellery showcases sophistication, class, and prestige. It features a choker set designed with vibrant green stones, paired with a diamond lahari adorned with floral and geometric motifs, worn by Swastika Dutta.
- The campaign also highlights another diamond necklace set with exquisite and vibrant green stones, adorned by Sauraseni Maitra. The diamond choker is set with green stones, baguette-shaped diamonds, round-shaped diamonds, and pear-shaped diamonds, exemplifying glamorous elegance.
Link to view Senco Gold & Diamonds Durga Puja Campaign- https://youtu.be/TUGEsQe2ZRc
About Senco Gold & Diamonds: Senco Gold & Diamonds is a leading pan-India jewellery retailer with a legacy of 85 years having so many showrooms. Senco Gold & Diamonds has been listed as 2nd Most Trusted Jewellery Brand 4th year in a row by TRA. Senco Gold & Diamonds credit rating has been upgraded by ICRA for its Fund based Working capital facilities [ICRA]A and [ICRA]A2+ with “Stable” Outlook for Long term and short term, respectively. Senco has also been Certified as Great Place to Work (GPTW) for the 2nd year in a row. Senco Gold & Diamonds secured 78th ranking in the recent Global Luxury Goods list by Deloitte.
Senco Gold & Diamonds has over 167 showrooms spread across India with a mix of Own and Franchisee model and having various formats like Classic, D’signia, Everlite, Modern, Sennes and House of Senco to cater to various customer segments. The D’Signia showroom format offers a premium jewellery retail shopping experience to its connoisseur customers while Everlite offers lightweight, modern, and trendy collections. The recently launched Sennes Format caters to lifestyle accessory segments like Lab-grown Diamond and Leather Accessories
Senco Gold & Diamonds offers an extensive range of jewellery, including gold, diamond, Polki, Platinum, Kundan, Jadau, silver, as well as precious and semi-precious stones. With a catalogue offering more than 130,000 designs for gold jewellery and more than 72,000 designs for diamond jewellery, Senco offers a large variety of designs of handcrafted jewellery, most of which are designed in-house by its designers in close collaboration with skilled local karigars in Kolkata and across the country. Senco Gold & Diamonds brand portfolio includes “Everlite” focused on lightweight jewellery; “Gossip” the silver and fashion jewellery brand; and “Aham” catering to men. We also have Vivaha and Rajwada collections, which are a premium wedding jewellery range. We have recently launched “Sennes” Brand for leather bags and accessories as well. Our jewellery collection mark celebration of heritage, craftsmanship and innovation in jewellery design.
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For Details please contact:
Abhishek Banerjee-9831653254/9830508129
Corporate Communications,
Senco Gold Ltd.
