The campaign featuring the actor uses film and social media to highlight the collection and introduce titanium to fine jewellery consumers
Kolkata: Senco Gold & Diamonds has launched Ti22, a titanium, gold and natural diamond collection under its Aham men’s jewellery line, with actor Harshvardhan Rane as the face of the ad campaign to promote it. The campaign features Rane wearing pieces from the collection, taking the titanium proposition to consumers through film and social media.
The campaign is built around the philosophy ‘Be Bold. Be Strong.’, with titanium forming the core of the product offering. Senco is using the material to introduce a different approach to men’s jewellery, combining titanium with gold and natural diamonds across chains, rings, bracelets and ear studs.
According to Suvankar Sen, MD and CEO, Senco Gold & Diamonds, the collection responds to changes in how men view jewellery and personal style. “The Aham Ti22 collection is rooted in a changing idea of strength and masculinity. Today, strength is as much about discipline, individuality and self-belief as it is about power or status. That is the thinking behind ‘Be Bold. Be Strong’,” Suvankar Sen stated.
The collaboration with Harshvardhan Rane gives Senco a recognized face through which to communicate this positioning. The actor’s personal style and association with the campaign allow the brand to place its jewellery within conversations around men’s fashion, accessories and self-expression. The campaign also creates content that can be distributed across Senco’s digital platforms and social media channels.
For Senco, the campaign provides an opportunity to pitch men’s jewellery beyond traditional formats. The Ti22 range is designed around titanium’s properties, including its strength, durability and lightness, while gold and natural diamonds bring the category into the fine jewellery space. This combination also gives the brand a product story that can be communicated through both visual content and in-store demonstrations.
The retailer is also using digital communication to build awareness around the collection, while its stores support product discovery as customers actually see and handle the pieces. This becomes relevant as titanium remains less familiar to consumers in the context of fine jewellery.
The launch also forms part of Senco’s broader strategy for Aham, as the brand is looking to expand the category through new materials, designs and formats that can appeal to younger consumers and first-time male jewellery buyers.
“The immediate opportunity is to establish titanium as a credible contemporary material for fine jewellery, particularly when combined with gold and diamonds. The proposition has the potential to create curiosity beyond the traditional jewellery consumer,” said Sen.
Campaigns such as Senco’s Ti22 can help jewellery brands create a reason for customers to engage with a category. Celebrity-led content generates awareness online, while stores provide an opportunity to convert that interest through product trials, consultations and conversations. For Senco, the combination can help introduce Ti22 to existing customers while creating entry points for men who may not have previously considered jewellery as part of their everyday wardrobe.
The Ti22 campaign, therefore, gives Aham a platform to communicate men’s jewellery through material innovation, personal style and digital story-telling, while supporting Senco’s efforts to expand the category across its retail network.
Currently, Senco operates 198+ showrooms across 17 States in India, along with two international showrooms in Dubai, UAE, through a combination of company-owned and franchisee models.
Written by Achal Chaubey
Retail Jeweller India Exclusive
