New Delhi: As the festive season kicks off, Senco Gold & Diamonds, a leading jewelry retail chain, has unveiled its Durga Puja campaign film titled ‘Aparupa.’ This new campaign celebrates not just the outer beauty but the inner strength, resilience, and grace of women, aligning with the brand’s message of tradition and modernity.
‘Aparupa’ Campaign: A Celebration of Culture and Womanhood
The ‘Aparupa’ campaign, which translates to ‘unparalleled’ in English, embodies the spirit of celebration, joy, and cultural reverence. The campaign film highlights significant elements of Durga Puja rituals, such as alpona (traditional floor art), shondhe aroti (evening prayers), and festive dancing to the rhythmic beats of the dhaki (traditional drums). The film embraces the rich cultural heritage of Bengal while also representing the divine presence of Maa Durga.
The visuals in the campaign, dominated by the color red, hold dual significance—honoring both the divine power of Durga and the brand identity of Senco Gold & Diamonds. Through a vivid portrayal of rituals and festivities, the campaign aims to evoke a sense of pride, heritage, and joy, blending these traditions with a modern touch in its jewelry designs.
A Blend of Tradition and Modernity in Jewelry Design
Senco Gold & Diamonds’ new campaign centers on the theme of “homecoming” and the festive exuberance that comes with it. The jewelry showcased in the film is a perfect reflection of the balance between tradition and contemporary style. The brand has crafted four unique jewelry styles to resonate with different personalities, each modeled by four brand ambassadors: Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra, and Swastika Dutta.
Joita Sen, Director and Head of Marketing and Design at Senco Gold & Diamonds, expressed the campaign’s focus, saying, “This campaign celebrates the cultural richness of Bengal during Durga Pujo, the karigari (craftsmanship), and the essence of the festival. It also celebrates the spirit of the woman and her inner beauty, reflected through our different styles of jewelry design.”
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Four Styles of Jewelry Representing Unique Personalities
Each of the four brand ambassadors in the campaign video represents a unique aspect of womanhood, symbolizing how every woman expresses her individuality through her choice of jewelry. The campaign features four design segments, showcasing the craftsmanship of Senco Gold & Diamonds:
- Modernized Gold Choker: Worn by Ishaa Saha, this piece blends traditional and contemporary elements with intricate filigree work, colorful stones, and Regi balls. The traditional yellow gold sitahaar is enhanced with cuttai work, combining red and green stones for a modernized appearance.
- Antique Gold Necklace: Modeled by Madhumita Sarcar, this design is rooted in opulence and tradition. The antique gold piece features kundan work, carving stones, and motifs of flora and fauna. The intricate necklace showcases nakshi, meenakari (enamel work), and green beads, making it perfect for festive occasions.
- Diamond Choker Set: Swastika Dutta dons this exquisite piece that exudes sophistication and elegance. The choker features vibrant green stones paired with diamonds in floral and geometric motifs, representing class and prestige.
- Diamond Necklace with Green Stones: Sauraseni Maitra models this glamorous diamond necklace, which includes pear-shaped and baguette-cut diamonds, enhanced by green stones. This piece exemplifies timeless luxury and elegance.
A Homage to Craftsmanship and the Spirit of Festivity
The ‘Aparupa’ campaign goes beyond celebrating jewelry. It pays homage to the artisans, the craftsmanship, and the cultural richness that define the essence of Durga Puja. By merging tradition with modern design, Senco Gold & Diamonds hopes to resonate with women who embrace their inner beauty, strength, and unique sense of style.
As the festive season unfolds, the ‘Aparupa’ campaign stands as a tribute to the spirit of Durga Puja and the multifaceted beauty of women, both divine and human. Through this campaign, Senco Gold & Diamonds continues its commitment to celebrating cultural heritage while offering designs that appeal to the modern sensibilities of today’s women.
