As Durga Puja approaches, Senco Gold & Diamonds, a renowned jewelry retail brand, has introduced a heartfelt campaign film in celebration of the festival. The campaign, titled Aparupa, shines a spotlight on a woman’s inner beauty, strength, and resilience, capturing the essence of both divine and human grace through a stunning portrayal of cultural heritage and festivities.
Senco’s Aparupa campaign embraces the joyous spirit of Durga Puja by showcasing the rich traditions, from creating alpona to participating in shondhe aroti, dancing to the beats of dhakis, and rejoicing in the celebrations. Through the film, the brand seeks to capture the emotions of homecoming and the energy of the festival, while blending tradition and modernity in both the rituals and the jewelry designs.
The campaign’s red color theme symbolizes the divine power of Maa Durga and reflects the core identity of Senco Gold & Diamonds. The word “Aparupa,” meaning “unparalleled,” speaks to the divine and human beauty that Senco aims to celebrate, while also tying into the jewelry’s unique balance of tradition and contemporary style.
Joita Sen, Director and Head of Marketing and Design at Senco Gold & Diamonds, shared the brand’s vision for the campaign, saying, “This campaign is a tribute to the cultural richness of Bengal and the artistry of Durga Puja. It celebrates the craftsmanship behind our jewelry and the inner beauty of women, which is reflected in the designs we create.”
The campaign features four of Senco’s brand ambassadors – Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra, and Swastika Dutta – each embodying different aspects of a woman’s personality. These women express their individuality through their choice of jewelry, and the campaign beautifully ties together four distinct design styles, allowing Senco to connect with the diverse tastes and sensibilities of modern women.
Here’s a glimpse into the jewelry styles featured in the campaign:
- The Modernized Gold Choker: A contemporary twist on tradition, this gold choker features intricate filigree work, color stone settings, and delicate Regi balls. The design includes a yellow gold sitahaar adorned with red and green stones, blending cultural motifs with a fresh, modern aesthetic. Worn by Ishaa Saha, this piece captures the essence of traditional elegance with a modern flair.
- The Antique Gold Collection: Paying homage to opulent artistry, this collection features an antique necklace designed with Kundan, carved stones, and traditional nakshi work. Complete with seed pearls and floral motifs, the piece worn by Madhumita Sarcar exemplifies timeless beauty and heritage craftsmanship, ideal for festive occasions.
- Diamond Jewelry for Prestige: Senco’s diamond pieces highlight sophistication and luxury. Swastika Dutta wears a striking choker set with green stones and diamonds, showcasing intricate floral and geometric motifs. Another diamond necklace, worn by Sauraseni Maitra, features baguette, round, and pear-shaped diamonds paired with green stones, presenting a glamorous and refined look.
With the Aparupa campaign, Senco Gold & Diamonds not only celebrates the vibrant festivities of Durga Puja but also highlights the craftsmanship and artistry behind their unique jewelry collections. Each design tells a story of strength, beauty, and grace, offering a perfect blend of tradition and modernity that resonates with women across different walks of life.
Senco’s campaign serves as a reminder of the profound connection between cultural heritage and personal expression, making it a fitting tribute to the spirit of Durga Puja and the strength and elegance of women everywhere.
