The campaign video showcases the brand’s Vivaah collection, and appeals to the new generation of customers who seek to rediscover the beauty of traditions in contemporary ways
Kolkata: Senco Gold & Diamonds is celebrating its 85th anniversary with the launch of a wedding season campaign, #KhushiyonKiReet, which translates to ‘tradition of joy’. The phrase ‘Khushiyon Ki Reet’ encapsulates Senco’s beliefs that its jewellery transcends mere ornamentation, symbolizing the happiness of celebrating heritage, the artistry of expert craftsmanship and the joy shared across generations. This sentiment is brought to life in a heartwarming film that also showcases the brand’s Vivaah collection.
The campaign video features a young bride who finds her grandmother’s vintage wedding necklace in an old photo album. Inspired by this treasure, she recreates it using the brand’s gold jewellery pieces from the Vivaah collection, and wears it on her own special day. The emotional culmination of the video sees the bride gifting a replica of the necklace to her grandmother, reinforcing the connection between past, present and future. This symbolic act of bridging generations reflects the brand’s focus on preserving cultural heritage while embracing modern sensibilities.
Joita Sen, Director of Senco Gold & Diamonds, said, “This campaign for the Vivaah collection reflects our seamless blend of heritage and modernity, appealing to a new generation of Indians who joyfully rediscover the beauty of traditions in contemporary ways. It beautifully tells the story of love, legacy and the timeless allure of exquisitely crafted wedding jewellery, showcasing the special bond between a grandmother and grand-daughter.”
Senco’s Vivaah collection blends traditional artistry with contemporary trends. It offers a wide range of meticulously crafted designs that honour cultural values while resonating with modern tastes, such as gold pola chokers, gold chur bangles and gold-pearl earrings and necklaces.
Senco Gold & Diamonds is a brand under Senco Gold Limited, which has a legacy of 85 years in the jewellery industry. The company was incorporated as Senco Gold Private Limited in 1994. It was converted to a public limited company in August 2007 with the name Senco Gold Limited. It launched an IPO and became a listed company in July 2023. It has a presence of more than 165 stores across 16 States, and heavily invests in marketing and brand collaboration activities.
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