Mumbai: As the festive season begins, Senco Gold & Diamonds, a jewelry retail chain has launched a festive Durga puja campaign film – with a tune that looks to celebrate the inner beauty of a woman, her resilience, and her strength.
In keeping with this spirit, the campaign ‘Aparupa’ by Senco Gold & Diamonds highlights the significance of joy, reverence, cultural heritage, and pride in every one’s life. The Aparupa campaign celebrates culture, and the visuals of the film capture rituals, from alpona to shondhe aroti, dancing to the beats of the dhaki in revelry, and singing in celebration. The red theme represents both the divine presence of Maa Durga and Senco Gold & Diamonds brand identity. Aparupameans ‘unparalleled’ beauty, both divine and human, embodying strength, grace, and tradition which ties up with the jewellery designs that balance between cultural significance and modern styling.
The new campaign film the company explains looks to capture the homecoming spirit and the passionate exuberance of festivitity, highlighting the perfect blend of tradition and modernity that is reflected in the celebrations as well as in the jewellery designs.
Joita Sen, director and head of marketing and design 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”.
This video has four of the company’s brand ambassadors namely Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra & Swastika Dutta, each representing the unique personality of a woman. Every woman expresses herself through her choice of jewellery, which is why the company has created four styles to connect with the varied sensibilities of different personalities.
The campaign video highlights craftsmanship across four design segments: –
- The Modernised Gold Choker is designed with intricate filigree work, colour stone settings, and Regi- balls. It features atraditional yellow gold sitahaar, enhanced with cuttai work that blends red and green stones, giving it a modernized look.Ishaa Saha wears this 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 piece is adorned by Madhumita Sarcar.
- The Diamond Jewellery showcases what the company said is sophistication, class, and prestige. It features a choker set designed with vibrant greenstones, paired with a diamond lahari adorned with floral and geometric motifs, worn by Swastika Dutta.
- The campaign also highlights another diamond necklace set with green stones, adorned by Sauraseni Maitra. The diamond choker is set with green stones, baguette-shaped diamonds, round-shaped diamonds, andpear-shaped diamonds, exemplifying glamorous elegance.
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