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 b