Celebrity moves Artisan centric!
Vidya
Balan makes Karigari relevant again
through
Senco Gold & Diamond’s latest campaign
In
its new campaign, Senco Gold & Diamonds, the jewellery brand from Calcutta,
puts a different lens on craftsmanship. Karigari finds its significance and
relevance through the stories of four different women from four different parts
of the country - Women who find a reflection of their identity in the jewellery
they choose to wear.
Real,
everyday women. With real stories. It is set to play up the fact that women,
the karigars of life, are as unique as the pieces of adornment they choose for
themselves.
The
multi-faceted and multi-talented Vidya Balan has masterfully essayed these
diverse characters. Mr. Suresh Triveni - the celebrated Director of Tumhari
Sulu, teams up with Vidya and the crew that created Sulu, to tell these stories
and bring it alive in his characteristic style.
The
second story is told in the modest voice of a housewife in Delhi. She
acknowledges the importance of little indulgences and discovers her dazzle in
the Karigari of diamonds. The third story finds its protagonist in a South
Indian woman. Someone who discovers that Karigari can combine traditional
values and modern outlook just the way she has never lost touch of her roots.
And
the last film helps a cosmopolitan modern working woman, who believes in
simplicity; find her match in the minimalistic and intricate Karigari of
lightweight jewellery.
“At
Senco Gold, karigars are one of the pillars of strength. Each time a client
praises our intricate designs, it is a credit to these craftsmen. We are
fortunate to have them associated with us for years. In fact, some of the
karigars have been with us for generations so they know everything when it
comes to jewellery, modern or old; traditional or futuristic. This campaign is
a tribute to the karigars who work untiringly to craft jewellery by their hands
as well as to the Indian women who are karigars of life”, said Suvankar Sen,
Executive Director, Senco Gold & Diamonds
‘The
task was to take Senco’s brand of craftsmanship to every corner of India as the
brand extends its footprint across the nation. With this campaign we will help
women, the karigars of life, discover another karigar in Senco. The story of
Karigari finds its role in the lives of these four women. And depicts how
different forms of Karigari helps reflect the true identity of every woman.
Only
an actor as versatile as Vidya Balan could do justice to these roles. Unlike
other jewellery campaigns, this campaign doesn’t overpromise or create an
eclectic space for jewellery. It is set in the real space. And it finds its
voice through the stories of four relatable characters across the country’,
said Sujoy Roy, Managing Partner (Creative), Ogilvy. Watch the TVCs here:
Credits:
Client: Senco Gold and Diamonds, Agency: Ogilvy & Production House: Radhika
Produces Films.
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