Aparupa, celebrating the spirit of Durga Puja

Senco unveils campaign to celebrates the power of femininity 

As the festive season begins, Senco Gold & Diamonds, one of India's largest jewelry retail chains, launched a festive Durga puja campaign film - with a rhythmic, foot-tapping tune that makes everyone tap along, celebrating 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 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 which ties up with the jewellery designs that balance between cultural significance and modern styling.  

The new campaign film captures the homecoming spirit and the passionate exuberance of festivity, 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 & 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 unique personality of a woman. 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 campaign video highlights exquisite craftsmanship across 4 design segments:

1. 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.  

2. 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. 3. 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.  

4. 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.